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  • Chris Stone

Icecreamomics


When teaching about consumers making purchase decisions, advertising or businesses responding to the decisions of consumers you need to use a product that students are familiar with. Icecream is a perfect example. In Australia there are many different icecream products but all of the most popular are produced by one of two businesses – Streets and Peters. Streets is owned by Unilever - one of the world’s largest food producers and Peters is owned by European food firm R&R Ice Cream.

Students know the products and have ideas about why they appeal to different types of consumers.

Streets is running an advertising campaign based on humour. Some of the outdoor ads on bus shelters and other electronic billboards such as the one on the right are controversial due to their sexual innuendo. The advertising agency responsible says that they have tweaked an overseas campaign to reflect the Australian sense of humour.


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