Singapore | 2019

WEIRDOUGH
BAKERY

To launch Ben & Jerry’s Cookie Dough Core flavours in Singapore, we built a campaign that turned
local skepticism into celebration — with a sweet, strange twist.

Overview


In many parts of Asia, eating raw cookie dough is seen as odd. But Ben & Jerry’s has always stood with the joyful outsiders.
So instead of changing minds, we embraced the weird — and made it delicious.

Idea


Enter The WeirDough Bakery — a surreal, cookie-dough-filled world created to honour the lovable misfits who dare to be different.
It was bold, whimsical, and proudly out of place — just like the product.

Experience

From ATL and PR to digital content and real-world sampling, The WeirDough Bakery came to life across channels.
With playful visuals, quirky storytelling, and unexpected surprises, we gave Singapore a taste of weird — and made it unforgettable.