Spring 2018 saw Unilever Ireland bring the famous low-calorie ice cream brand Breyers® Delights to Ireland. Our brief was to launch Breyers® Delights in Ireland and make an impact on Irish consumers for a brand targeted at calorie-conscious, healthy-living gym-goers.
For most, a calorie-burning workout and delicious ice cream don’t mix. Our aim was to make the impossible possible for Irish consumers by aligning with credible and influential voices in the world of health and fitness. Understanding our gym and fitness-savvy audience, we approached this launch in two phases. Launch and Sustain.
We created a fitness and brunch experience with a difference that would spike the curiosity of our audience through influencer and media coverage. Remixing the growing trend of morning raves and fitness classes and adding innovative light and visuals, we devised Breyers® very own interactive workout experience, complete with world-class audio-visual credentials. This was a workout experience like no other. The workout combined a high-energy gym session with a high-end clubbing experience and a visual arts installation.
Working with our campaign partners Algorithm, we created a custom, on-brand, light-reactive gym floor, bespoke visuals and synchronised lighting program. We commissioned top Dublin fitness instructor, Aoife MacManus, to be the host of the Breyers® fitness class, and worked together with Algorithm to build an accessible 30-minute aerobic routine with interactive lighting and visual cues which guided and reacted to participants’ movements. The result was literally, electric.
Having enlisted leading Irish influencers Vogue Williams and Rob Lipsett as brand ambassadors for Breyers® Delights’ first year, we had them both join as co-hosts of the fitness class alongside Aoife. We hosted two fully subscribed media and blogger sessions, morning and lunch. The sessions were followed by a wholesome and healthy brunch complete with Breyers® filled pancakes, waffles, smoothies, fruit salads and granola bowls – demonstrating the product’s versatility. Attendees left the event with a goodie bag of gym essentials, feeling fresh, healthy and pleasantly full.
Sustaining The Conversation
After launching with a bang, we then adopted an always-on press office approach. We created a list of 100 influential social personalities, all with an extremely targeted following of our calorie-conscious, healthy-living gym-goer audience. We used social listening to find key moments to engage with them by sending our custom-made Breyers® fitness packs.
By the end of 2018, and in its first year of launch in Ireland, Breyers® Delights is the market leader for lower-calorie, higher-protein ice creams*. What a success in just a few months!
*AC Nielsen MAT Feb 2019 Volume Sales
“We launched Breyers® Delights with an event that demonstrates Thinkhouse’s big creative thinking. The custom-built, innovative, light-driven workout was the first of its kind in Ireland– a great way to land and raise awareness. Thinkhouse identified the perfect ambassadors in Rob and Vogue, ensuring all the right media were excited to attend the launch and, more importantly, excited about Breyers® Delights.”
Paul Kelly, Head of Marketing – Refreshments, Unilever Ireland.