Unilever has appointed Emotive to lead the Weis ice cream brand, marking the agency's first foray into the ice cream category.

Emotive has been working with Unilever since 2017 on brands including Lynx, Impulse, Schmidth's and TRESemmé. The agency's first task for Weis was to address a decline in market share with an out-of-home campaign titled 'Have a Bar of This'. The campaign aims to put Weis back on the radar of summer-loving Australians. The campaign's title, 'Have a Bar of This', is a nod to a popular Australian phrase, reflecting the brand's iconic status in the country.

"Could there be a more perfect fit for an Aussie ice cream brand than an agency by the beach? We think not. We're thrilled to be working with the team at Emotive to revive the Weis brand and reclaim its rightful place as an icon of Aussie summer," said Head of Ice Cream ANZ, Unilever, Scott Mingl.

Emotive group credtive director, Darren Wright, said, this is just the start of what's to come for Weis.

"Australia is home to some great turns of phrase and not having a bar of it is one of them. Refusing to accept stuff that gives us the shits in such a colloquial way felt right for Weis, Australia's most iconic ice cream bar and the perfect summer salve," he said.

Coogee Beach-based Emotive had a successful 2023, securing six new clients and experiencing team growth, including the appointment of Wright as Group Creative Director. Weis joins a client roster at Emotive that includes Optus, Google, Audible, Pernod Ricard, Mount Franklin, Breville and Seven West Media.