The campaign, which uses the line 'Unlock your senses', aims to boost sales and drive awareness among occasional ice-cream eaters. The work will be supported by a dedicated website and point-of-sale activity.
The direct mail element of the campaign features a 'little black book of pleasure' highlighting the product range with a tactile antique leather and gilt design.
All elements of the campaign, which has been developed by Catalyst Marketing, include the address of the dedicated 5 Senses , where consumers can enter a competition to win prizes including £50,000 cash and five 'sensory adventures', such as a road trip in the US.
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