Kapiti on a Stick
Category: New Product or Service IntroductionAgency: Colenso BBDOAdvertiser: Fonterra Brands (Tip Top) Ltd
In 2009, the small premium take-home market was cluttered by competitors, resulting in limited sales of Kapiti Ice Cream.
In response, Tip Top launched a new product to fight in the far larger Indulgent Impulse sector: Kapiti on a Stick.
The new campaign built a unique positioning, "ice cream by design", with incredible results.
In recent years, the world of premium take-home ice cream had attracted a large number of boutique players and...