Independent creative agency Emotive has been appointed to lead Unilever's ice cream brand Weis.
Scott Mingl, head of ice cream ANZ at Unilever, said could there be a more perfect fit for an Aussie ice cream brand than an agency by the beach?
"We think not," Mingl said.
"We’re thrilled to be working with the team at Emotive to revive the Weis brand and reclaim its rightful place as an icon of Aussie summer.”
As first cab off the rank, Emotive was tasked with arresting a decline in market share for Weis with an out-of-home campaign.
The “Have a Bar of This” campaign was driven by the insight that while we spend so much of the year hanging out for summer, we forget that it brings sunburn, crowds and hot steering wheels.
It also brings Weis.
Darren Wright, GCD at Emotive, said Australia is home to some great turns of phrase and not having a bar of it is one of them.
"Refusing to accept stuff that gives us the shits in such a colloquial way felt right for Weis, Australia’s most iconic ice cream bar and the perfect summer salve," Wright said.
"We’re excited to be working with the team at Unilever and this is just a taste of what’s to come for Weis.”
Emotive has worked with Unilever since 2017 across brands including Lynx, Impulse, Schmidt’s and TRESemmè. This appointment marks the agency’s first move into the ice cream category.
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