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.

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