Tip Top: Yes Sticks
Campaign details
Agency: Colenso BBDOClient: Fonterra Brands Ltd. Category: Product Manufacturing and Distribution
Executive summary
This case study describes how Tip Top, New Zealand's most popular ice cream, used social media and personalised ice cream sticks. Tip Top's marketing budget is a fraction of its nearest competitor's, Unilever, so its challenge was to connect emotionally with New Zealanders, particularly 18–24 year olds as well as increase consideration and market share over the summer season. Using social media Tip Top asked people to submit questions they would like a 'yes' answer to,...