Fonterra: Feel Tip Top

This case study describes a campaign by Tip Top, the New Zealand ice cream brand, which wanted to increase sales by targeting adults without children.

Fonterra: Feel Tip Top

Campaign details

Category: Most Effective PR / Experiential CampaignAgency: Colenso BBDO/Proximity New ZealandClient: Fonterra Tip Top

Summary

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...

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