Tip Top – Goody on a stick

Category: Single Channel Focus Campaign
Agency: Colenso BBDO
Advertiser: Fonterra Brands

SUMMARY

Smiling mums, affectionate kids and soft focus are the norms that spring to mind when it comes to family ice cream advertising. For the launch of Goody on a Stick, we broke two-thirds of those. And that's just the beginning of the amazing results.

Goody on a Stick “Love Story” was one of Tip Top's most successful campaigns. It achieved 93%1 awareness, resulting in trial levels 9%2 higher than Milward Brown (UK) norms for new product launches. Moreover, Goody on a Stick shot to Number One3 in novelty in both value and volume when compared with all other novelty products in the market, in just two weeks after the launch of the campaign.