Blue Bell, Brenham, Texas., will launch regional TV spots next week that tout its ice cream containers as still being a full half-gallon while competitors have shrunk below that traditional size without reducing price, accoding to a story in Brandweek.
In one spot, via Roger Christian, San Antonio, consumers are shown contending with shrunken rulers, shoes, TV screens and a competitor's ice cream. But when a shopper picks up Blue Bell, a voiceover says: "Don't be a pint short of a half-gallon. Take home all you pay for." Blue Bell cartons also proclaim: "Still a 1/2 gallon."
