Brief: Propose a Pioneering way our brands could use a new or emerging media channel

1. Is ad block our greatest threat? Or is ad block our greatest
opportunity?
I believe that like all industries to survive disruption we need to
accept the reality of ad block and work with it.
198 million active users of adblock. A YOY growth of 41%. It’s
starting to scale and mainstream. Googling ‘ad blocker’ brings
925,000 results!
BUT ad block makes an ugly UX

2. So brandalism approaches are emerging

3. Introducing COWBLOCK
Ad Block software is naturally
mobile first and works across all
platforms.
This allows us unprecedented
access to take over every ad on
the web that each user will come
across on their personalised web
browsing.
The user will be served our
delightful and iconic cows
instead. It’s fun and on brand for
Ben & Jerry’s values.
Mooooove over unwanted ads
it’s time for COWBLOCK

4. Ben & Jerrys is the perfect rebel for the job
BUT WAIT! WHAT IF…
We block one of our own ads?
A: We lost that consumer when
they chose to take an ad block
software.
It is better we serve them a piece
of Unilever content than no
content at all.
Change before you have to.
Do it before a competitor does.

5. Because why have one space on the page when you can have
them all? Forever.
I have no expected outcomes to present as this has never
been done before. How exciting is that?
Let’s create a Ben & Jerrys ad blocker