Wall’s launches Soft Republic, a ‘disruptor’ soft serve ice cream brand
Ice cream brand Wall’s has launched Soft Republic - a new ‘disruptor’ soft serve ice cream brand - with a pop-up store in London’s Spitalfields Market.
Brand owner Unilever created a special project division within Wall’s, with a licence to think as a disruptor brand would.
It was tasked with creating a new, standalone experiential brand that could reinvent soft serve ice cream for millennial and Generation Z consumers. The soft serve ice cream category is considered to be ripe for pop-up and flagship experiences, especially those aimed at heavy users of social media.