(Le Mars) — Well’s Enterprizes, makers of the famous Blue Bunny ice cream have changed its logo and packaging. The new logo, which features a cursive letter “B” with rabbit ears and a cottontail, was unveiled Wednesday morning during the Le Mars Chamber Coffee. Liz Croston, Senior Manager Corporate Communications with Wells says the idea behind making the change is to have ice cream be fun.
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Croston says the concept was a colaboration of in-house marketing and a public relations agency. In addition to the new logo, Wells will now be using a mascot ambassador character for its advertising and marketing. The character, known as “Blu”, appears to be a live rabbit, but actually is a computer generated image.
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The ice cream spokesperson says people won’t be able to hear Blu speak, but we will know what he is thinking.
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She says consumers want to see the item they are purchasing, and that is the reason for the change of packaging.
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Croston says consumers will begin seeing the new logo and transparent packaging almost immediately.
