Wells Reinvents Mascot Blu the Bunny and Introduces New Brand Chilly Cow
This week, Wells kicks off a new campaign for Blue Bunny that aims to evolve their 80-year old flagship brand to appeal to adult consumers. This summer, the brand is on a mission to do whatever it takes to get people to say yes to fun and “Give In To The Bunny.” To do so, Blue Bunny is launching its first fully integrated campaign that reinvents its mascot Blu the bunny, while also highlighting two premium ice cream launches – all NEW Load’d Sundaes and new flavors an existing favourite, Bunny Snacks.
Additionally, Wells is introducing a new light ice cream brand, Chilly Cow, the first protein packed, lower sugar ice cream to use ultra-filtered milk. The multifaceted advertising campaign goes against the grain of how consumers typically view the better-for-you ice cream category by leveraging creative that breaks the monotony with its unique unapologetic, yet honest tone.
This is FCB Chicago’s first work for both Blue Bunny and Chilly Cow since winning the accounts.
Blue Bunny: “Give In To The Bunny”
This summer, Blue Bunny is on a mission to do whatever it takes to get people to say yes to fun and “Give In To The Bunny.” A national 360 campaign instigates “giving in” amongst consumers, with national TV, targeted OLV, an influencer program, a robust multi-city experiential program, and digital & social media support.
Jamee Pearlstein, Sr. Brand Manager, Blue Bunny stated, “Give in to the Bunny” is all about celebrating saying yes to fun and yes to ice cream. With a little help from our brand mascot Blu, we're kicking off a summer-long mission to instigate fun wherever we go.”
“Everyone wants to say yes to fun, but we put up a lot of restrictions and conditions around actually doing it,” says Jon Flannery, FCB Chicago Executive Creative Director. “From the beginning, Blu has always been about instigating fun, and by reinventing Blu, we were able to encourage adult consumers to knock down their hang-ups and ‘give in to the bunny.’”
National TV & OLV re-introduce Blue Bunny’s mascot, Blu, as a real bunny who instigates fun and debuts Blue Bunny’s new products as the perfect opportunity to “Give In To The Bunny”. Campaign extensions including an influencer program, multi-city experiential presence, and digital & social efforts extend the campaign to surround consumers with opportunities to “give in.”
Chilly Cow: “Save Yourself From Yourself”
In a world taken over by kale obsessions and ice cream imitations, Chilly Cow knows that better-for-you consumers are depriving themselves of the things that give them real joy and satisfaction. As the first protein-packed light ice cream to use ultra-filtered milk, Chilly Cow is setting out on a mission to save people from the soullessness of healthy desserts. The brand’s “Save Yourself From Yourself” campaign delivers wake-up calls to consumers who have gone too far, with fully integrated digital initiatives featuring online video, content partnerships with leading digital publications, and robust social media support.
Josh Tubbs, Brand Manager, Chilly Cow said, “We created Chilly Cow as a way to stir up the crowded light ice cream category by providing health-conscious consumers with a delicious, creamy frozen alternative. This campaign not only challenges the category with our unapologetic tone, but our consumers as well. Will they let go of soulless healthy desserts and ‘save themselves from themselves?’”
“We all know someone in need of a PINTervention,” says Lisa Bright, FCB Chicago Executive Creative Director. “So, instead of furling the health craze like the brand’s competitors, we decided to stand out and take a bold, more realistic creative approach by calling out our consumer’s craziest health habits.”
The campaign also includes a multi-layered influencer program and an experiential road tour.
