Bulla and Publicis Worldwide reinvent the ice-cream tub to build sandcastles in the sun
Australian family-owned dairy brand Bulla is now bringing more joy to families around the country by reinventing the classic ice-cream tub to become yet another much-loved summer icon: a sandcastle maker.
A limited edition world-first product design, the Bulla FunTub was first released over summer and was designed by Publicis Worldwide, part of the Publicis Groupe, alongside Bulla, with manufacturing completed in Melbourne.
On average, Australians produce three million tonnes of plastic each year, but only 12% is recycled*. The Bulla FunTub
encourages the reuse of ice-cream tubs
throughout summer and aims to help spread the message of waste prevention, with less plastic containers ending up as landfill.
Says Andrew Noisette, head of marketing implementation, Bulla Family Dairy: “The Bulla FunTub is what Bulla is all about – unfakeable family moments and great tasting ice-cream. We’re proud of our 107-year heritage, but we still like to innovate and give Australian families new ways to connect and enjoy time together.”
Says Ryan Petie, executive creative director, Publicis Worldwide: “This is a beautifully simple idea that connects the pure joy of eating ice-cream with the pure joy of building sandcastles with your kids. Being able to spread the message about reducing landfill while eating ice-cream also makes the idea very special.”
Bulla FunTubs have initially launched as a limited-edition release for Bulla fans on Facebook.
Client: Bulla Family Dairy
Head of Marketing Implementation: Andrew Noisette
Brand Manager: Alex Bulgin
Agency: Publicis Worldwide
Executive Creative Director: Ryan Petie
Senior Creative: Adam Ferrie
Senior Creative: Peter Cvetkovski
Head of Art: David Schaak
Senior Creative: Kirsten Twigg
Creative: Kale Mcredmond
Managing Director: Simone Waugh
Account Manager: Zoe Young
Head of Broadcast and Content: Vicki Lee
Producer: Britt Groom
Editor: Ricky Marks
Manufacturer: Vacform, Melbourne
38 Comments
Just in time for winter!
best thing i’ve seen all year.
So simple, so good. Nice work Pubs.
Nice one Adam & Pete!
What a good idea.
Great stuff
How many creatives, senior creatives and ECDs did it take to come up with a bucket? About 6 by the looks of things.
Can’t knock this. Great work.
It was 2, adam and pete
Lovely and useful to boot.
Well done you lot.
LOVE THIS.
LI states that both Adam & Pete have been at Saatchi & Saatchi for last year or more.
What is Publicis Australia… with Marcel closing down is it just regional offices in Melbourne, Brisbane etc?
“Bulla FunTubs have initially launched as a limited-edition release for Bulla fans on Facebook.”
Not good enough, and represents just advertising and PR, rather than a genuine commitment to anything.
Sorry, but I can see through your b*llsh*t.
Love it.
Brings awareness of reducing landfill until families buy the next tub… can’t imagine people consciously holding onto and collecting these things. But hey, I might be wrong!
@hmm
You can say that again.
@hmm spot on. It would more impactful if they had set up a way to refill the tubs.
the article has avoiding mentioning that according to the facebook page, they gave away just 10 in a competition
those 10 people will have do a lot of spruiking to ‘spread the message’ of plastic pollution.
did bulla set up a whole factory line (pictured) to produce the 10 tubs?
Fill
Prestige Worldwide!! These buckets are going to go down a treat at the Catalina Wine Mixer.
Is there really only 10 of them in the world? If so, then that’s a bloody scam.
I hope it is better than that.
Such a great idea ruined by the fact only 10 will ever be produced. It makes this just meaningless scam.
No doubt Publicis pushed for this to bigger than a one-off run of 10. No doubt too much hassle involved in re-shaping logistics/production. But shame falls on the client for not believing in the idea, truly backing it and giving it the scale it deserved.
Did they really only make 10 of these tubs? Bulla sell literally millions of plastic tubs every year, but these 10 are supposed to shift the needle?? Scam.
From a design perspective it’s ridiculous. Try and get ice cream out of the bottom of the mould, i’d be buying another brand the second I threw this tub out.
From a environmental stand point this is flawed logic, unless Bulla are making less ice cream tubs? Yes people may hang onto the tub for the trip to the beach that’s coming up, but you’re still going to consume more ice cream which will be poured into more plastic moulds. Reusable tubs would be an idea but just making plastic in other shapes doesn’t help the environment. What a crock.
They are giving away 10 on Facebook. They didn’t just make 10.
Unless its concern about reducing plastic waste and then its clearly fakeable. PR stunt,. nothing more.
The idea has merit but purely a PR stunt. On good authority, Bulla won’t commit to this changing it’s packing long term and wanted some news. A new low in scam, using families and the environment for content. Both Bulla & Publicis should be ashamed.
from what I hear the social launch is just the start. bloody great idea.
Great simple social idea. I hope they get a production run out of it.
Bloody great idea! Well done.
Son of a beach! So simple, so good. Hats off to Bulla and Publicis.
Does anyone else feel awkward when they see mediocre work suddenly get 20 ‘bloody great work’ type comments? I don’t think a comment on campaign brief is suddenly going to convince anyone that they should the work is suddenly better or has more merit.
This isn’t a comment on the work, the work is a fine piece of social content, but that’s it. It’s not about to be submitted for an innovation Lion.
Gets the plastic closer to the ocean I guess…
Rip off of the Cottees water pistol thing where you turn the empty cordial bottle into a super soaker. Next
Nothing like it. Great use of product to create something of value. Nice work guys.
It won’t cannes.
I like this idea. Ice cream = Summer. Summer = Beach. Makes sense. Nice one Adam and Pete.
Sometimes it’s not about Cannes, it’s about the customer. Making the freezer aisle interesting is hard work, tenacious effort to get this up, team!