Fonterra: Feel Tip Top
Category: Most Effective PR / Experiential Campaign
Agency: Colenso BBDO/Proximity New Zealand
Client: Fonterra Tip Top
Tip Top achieved record-setting sales during the summer of 2012/2013 – and it can't all be attributed to the great weather! As the results will show, seasonality was not the driving factor; it was achieved through an exercise to reposition a 77 year-old Kiwi icon. Tip Top sold an extra 1. 5 million ice creams – that's an extra 1 for every 3 Kiwis. But aside from the numbers, the real success was witnessing the joy and generosity that pervades our great nation.
Although the Tip Top brand was associated with lots of wonderful things – like time spent with family and the joy of being together – Colenso BBDO/Proximity New Zealand really needed to go deeper than that to drive relevance.