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Eat a tub, save a life

WaterAid: The Challenge

• WaterAid is the largest WASH INGO in the world, and last year had a global income of £84 million

• Their goal is to make clean, safe water available to everyone, everywhere, by 2030.

• One of their challenges is to connect with the biggest, but also least generous, young consumer segment, “Digital Natives”

The Insight: Why are they hard to reach?

‘’As a digital native I am bombarded with different causes shouting for support, each with a message as heart wrenching

as the next.

While I am fully supportive of making the world a better place, due to the sheer volume of messages I have become

desensitised to suffering.

For a campaign to truly get my attention it needs to make me think: pick my brains, not my wallet.’’

Ben & Jerry’s: 63% of consumers are millennials

• Ben & Jerry’s annual turnover is €793m, across 35 markets.

• We sell c.16m tubs per year in the UK, with an annual

turnover of €58m

• Ben & Jerry’s has a history of creating ice creams which make a difference.

• As a result we have built an online fan base of over 7 million, which contain a disproportionate number of “social activists”

The Solution: B&Js ‘Water You Waiting For?’

• In partnership with WaterAid: this time we have not just created a new flavour, but have dramatically changed the product experience

• ‘Water You Waiting For’ is our first dry ice cream mix. Just add water & freeze to enjoy!

• By creating a dehydrated ice cream, the product itself is the message – and it goes straight into the hands of our consumers.

• The nature of the product also opens the door for people to customise their favourite ice cream

Water you

waiting for?

The Journey: 3 ways for the consumer to engage

Purchase the Product

Consumer discovers the product for the first time, and purchases

For every purchase, Ben & Jerry’s donates

20%

Spread the Message

Share a photo on Instagram of your new unique version of Ben and Jerry’s, with #wateryouwaitingfor

For every image uploaded Ben & Jerry’s donates

another 10%

Become a Supporter

Donate directly to fill someone else’s (water) tub

Ben & Jerry’s will offer the chance to

win Festival tickets to anyone who donates

directly

Text 8455 to donate

Water you

waiting for?

Benefits for WaterAid

Education & Awareness • Elevates WaterAid Brand

• Heighten awareness of the WASH crisis

• Engagement with “digital natives’’

• Data Capture to drive future relationships

Financial Growth Donations generated by:

• Sales of the product = £600,000 based on 1 million tubs sold

• Social shares of the product = £112,500 based on 18.75% of tubs shared online

• Direct engagement by the consumer = £300,000 based on 10% contribution of total buyer base

• Estimated donation value : +£1m

Outcome & KPI: An increase in brand awareness & advocacy scores WaterAid

amongst digital natives

Benefits for Ben & Jerry’s

Brand Growth • Reinforcing Brand values, increasing overall

brand equity

• Opening a new avenue for online engagement with customised Ben & Jerry’s

Financial Growth • In Japan the dry ice cream mix

category is worth approx. £84mn

• Creation of a new category for Ben & Jerry’s product range – with potential for expansion in many different ways

Outcome & KPI: Brand sales growth driven by purchase of product

Deliverables and Budget

Branding

• Pack Design

• Key visuals for online and offline

• Incorporation of WaterAid brand & social cause messaging

Launch strategy & campaign

• Digital activation: YouTube, Facebook, Instagram, Snapchat

• PR activation

• Experiential / Sampling

• Other channels considered if appropriate

Mobile Strategy

• Mechanism for enabling text / mobile donations

• Must enable donations to be shared on social

• Ensure donor data capture for WaterAid

Strategy & Production: £350,000 Split 50/50 between Ben & Jerry’s and WaterAid

Media & PR Amplification: £2.5m

Funded by Ben & Jerry’s

Launch date in UK:

12th August 2016 statistically the driest day of the year

2017: Global Scale across EU, NA, and Latam

Water you waiting for?

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