The Memphis Meltdown ice cream brand will be constantly in the ear and eyes of young summer revellers thanks to a new campaign by Colenso BBDO that spans radio, point of sale, Adshels and even an actual giant ear - and a packaging redesign by Interbrand.
Colenso creative director Steve Cochran says several radio ads were made to keep the message fresh for the 18 to 24 age group over the next five months.
"The radio campaign is aimed at those guys in their particular drive time after uni," says Cochran.
"The idea was to make a lot of them [ads], to keep producing them so that each time you hear it you look forward to it each week."
The Colenso campaign includes a new tagline 'One Ridiculous Ice Cream'.
The two-metre tall ear, designed to dispense ice creams if you scream loud enough, debuted at AUT University recently and will tour other universities and events from September to November.
“Memphis Meltdown is a great brand we can have fun with and really push its unconventional spirit," says Simone Reeh, Tip Top's senior brand manager.
Listen to one of the radio ads here.
The Memphis Meltdown packaging has also had a design makeover thanks to Interbrand.
Simon Byers, Interbrand design director, says it wanted the designs to convey the "big, ridiculous proportions of the product".
“It was about creating the Memphis crave on pack – to make the consumer look at it and want to eat it. Because it is the biggest ice cream on a stick in the market, we came up with the idea of it being 'bigger than Ben Hur',” says Byers.
Credits: (Colenso BBDO)
Simon Vicars, Brett Colliver
Lisa Walton, Lucy Hartstone
Fonterra Brands (Tip Top Ltd)
Group Marketing Manager: Minna Reinikkala
Senior Brand Manager: Simone Reeh
Design Director: Simon Byers
Senior Designer: Manuel Payan
Artwork Production: Simon Moen
Account Director: Michelle Stoupe