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.
