At the start of summer Tip Top and Colenso launched a series of social experiments to find out if Feeling Tip Top makes everything better. The results are now in – over 1 million Kiwis were involved, and Tip Top sales rose 14% (watch the video).
Tip Top did its original tests in the workplace, at the movies and on the streets. And the results strongly suggested that – yes – Tip Top ice cream makes a difference to people’s frame of mind and therefore makes life better.
So, for phase 2 of the campaign, Colenso came up with the idea Yes Sticks – a way for consumers to experiment with the effects of Tip Top ice cream and to help them get something they desire.
Whether it was a raise from their boss, an elusive first date or a night out with the girls, Tip Top offered fans the chance to ask for anything they want by putting their personal questions on ice cream sticks.
These special Yes Sticks were then put into normal-looking Tip Top ice creams and given to a selection of unsuspecting recipients.
Of course they were only be able to read the question once they’d eaten the ice cream and are Feeling Tip Top, and therefore more inclined to say “yes”.
The campaign was centred round a Facebook app and supported by outdoor and digital media.
Agency: Colenso BBDO
Executive Creative Director: Steve Cochran
Copy Writer: Oriel Davis-Lyons
Art Director: Beth O’Brien
Group Account Director: Richard Birkby
Planner: Sarah Oberman
Executive Producer: Tim Freeman
Group Marketing Manager Tip Top: Minna Reinikkala
Senior Brand Manager Tip Top: Natacha Clark
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