We had a bold goal to get ice cream delivery in most of our big markets around the world. We went with delivery specifically because we realized there's a consumer need and, of course, the perfect pairing of ice cream and pizza. We're in more than 20 markets around the world, with a ton more slated to go into pilot this year.

However, Unilever cut advertising at the height of the pandemic, shifting spend from ice cream (its core food category) to hygiene products. After evaluating spend on a weekly basis, the company now plans to make significant increases during H2. Interviews conducted for this report confirmed that some advertisers cut spend for essential products because demand was already outweighing supply.

However, Unilever cut advertising at the height of the pandemic, shifting spend from ice cream (its core food category) to hygiene products. After evaluating spend on a weekly basis, the company now plans to make significant increases during H2 2020.

For Ben & Jerry’s, interest or propensity to drive social justice or environmental change is a core trait the ice cream maker wishes to identify in its audience to drum up support for its social mission.

CES, as always, teemed with some absurd and puzzling products we may not want or need—the Keurig of ice cream, poop-analyzing wellness toilets, wine-pouring butler robots, AI-powered emotional support furballs, and a $3000 doggie door. Aside from the virtual format, this year also stood out with efforts to grapple with the industry’s biggest challenge: the techlash.

As part of a tie-in to Netflix’s “Stranger Things,” the ice cream brand worked with Canadian influencers to promote the hashtag challenge #StrangerThingsBinge. The effort featured a takeover ad on the app and also included ads on Snapchat and Facebook. It was designed to support Baskin Robbins’ new effort to reach out to younger consumers as opposed to its traditional target of mothers with families.