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What do you do when you’re a premium European ice cream brand trying to break into an American market that’s already frozen shut with $6-a-pint brands like Haagen-Dazs and Ben & Jerry’s? Well, you could always get a European tastemaker to put his imprimatur on it. Or maybe you could make some films for Facebook. Or, you could consider introducing the stuff at a big event in New York City. Or you could even sign a famous American actress to endorse the stuff.

Or you could just do all of it.

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