If I had "1,000,000 Flavours" The First Ever Canadian Ben & Jerry's Flavour Launch: Harbinger, Canada

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Project of the Year: 2010

Category: Consumer

Agency: Harbinger, Canada

Client

Ben & Jerry’s

Project title

If I had “1,000,000 Flavours” The First Ever Canadian Ben & Jerry’s Flavour Launch

Background

Ben & Jerry’s is a fun, unique, quirky, creative and socially conscious company that resides in the super premium ice cream category. A big part of its business is focused on giving back to the community it operates in. Because of it’s deep roots in Vermont there’s the perception that it is an American brand there’s little awareness of it north of the border in Canada.

Objectives

  • Make Ben & Jerry’s culturally relevant in Canada
  • Generate awareness of the new flavour and flavour attributes
  • Drive trial.  Get consumers to pick up a pint when they next visit the store – and tell their friends about it

Programme

Identify the audience and

  • Introduce Ben & Jerry’s first-ever Canadian flavour
  • Announce the partnership between Ben and Jerry’s and the Barenaked Ladies
  • Communicate that “If I had 1,000,000 Flavours” is Ben & Jerry’s most indulgent flavour yet

Key Messages

  • Ben & Jerry’s is teaming up with Barenaked Ladies to launch the first ever Canadian flavour – If I had 1,000,000 flavours
  • If I have 1,000,000 Flavours is the most indulgent and wacky flavour ever
  • Through their partnership with Ben & Jerry’s BNL will donate the proceeds from the sale of If I had 1,000,000 Flavours to ABC Canada to support family literacy

Tactics

  • Groundswell/buzz building campaign at grassroots level culminating in a press conference at the world-renowned Canadian landmark, the CN tower
  • Presence of Barenaked Ladies band members at launch to reveal to media “If I had 1,000,000 Flavours” a play on their iconic tune “If I had $1,000,000”
  • National media relations/social media campaign started the same day to ensure national coverage.

Results

  • Achieved more than 33 million media impressions (exceeded 20 million target)
  • 18 media outlets attended launch (exceeded target of 10)
  • More than 95% of coverage included brand mention, mention or quote from BNL and key messages about the product
  • Coverage achieved in every Canadian province and included 30 print outlets (Toronto Star, Globe & Mail, National Post, Metro, 24 Hours); 40 broadcast outlets (CHUM-FM, Virgin 99.9, CP24, Breakfast, CTV Newsent, eTalk, Entertainment Tonight Canada) and 70 website mentions (Entertainment Weekly, BlogTO, canoe.com, Toronto Life, Torontoist)

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