Beautiful, seductive European models biting into ice cream on a red carpet outside an expensive hotel in the Riviera aren’t anywhere to be seen in Tip Top’s latest launch for Top Notch premium ice cream.
“For someone living in a house full of flatmates, having the house and bathtub to yourself is a luxurious moment to be enjoyed,” says Colenso BBDO ECD Steve Cochran. “Even better if you’ve got the tub of Top Notch from the freezer to yourself as well.
“We liked the idea of reflecting these real and attainable moments rather than creating a brand that lives in a world very few people actually get to enjoy.”
The Top Notch ice cream range includes flavours like Magadascan Vanilla, Crisp Mint and Berry Forest among others. All are available in both stick and tub formats.
Fonterra group marketing director Minna Reinikkala said: “This is our biggest launch for many years at Tip Top, we are very excited to make delicious flavours and indulgent ice creams accessible for all Kiwis with new Top Notch.
“And like all Tip Top products, they are made by Kiwis for Kiwis, the way they like their ice cream to be; with only fresh milk and cream, natural colours and flavours and no palm oil – a distinct difference to other brands in the market.”
The launch campaign includes film and print that play to the hash tag #mytopnotchlife. It went live Sunday 4 October on TV, OnDemand, Billboards, Adshels, and social channels including Facebook and Instagram.
See the 30sec brand TVC here
See the 15sec ad (called Bath) here
Agency: Colenso BBDO
Director: Andy Morton
Editor: Levi Beamish
Producer: Gene Keelan
Photography: Karen Inderblitzen-Walker & Avril Planqueel
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