Building the Gino Ginelli and Rich ‘n Creamy tub ice cream brands at Unilever was a fun and challenging marketing project. Brand Profitability had to be improved and this was achieved through a variety of innovative packaging changes which not only enhanced the brand but cascaded through the value chain to result in greater efficiencies in logistics and production and reduced costs. The brand building was accomplished through a series of campaigns, which played on the deliciously naughty Italian persona of Gino Ginelli, using TV and radio advertising to capture the consumer’s imagination. Sales increased by over 80% in one year and so did profitability as consumers were convinced of the premium value of the brand.