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Ogilvy & Mather and Breyers Ice Cream veer from their core brand approach in a new
$25 million campaign breaking today for the company’s new Parlor line.
The Chicago shop’s work for Breyers All-Natural ice cream has focused on “a simple, straightforward communication,”–it shows kids struggling with the ingredient list on competitor’s labels, said Matthew Smith, Breyers’ marketing director for packaged ice cream.
But the television execution to introduce the Parlor line is “all about fun and indulgence,” Smith said.
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