Häagen-Dazs and Thinkerbell launch ‘Trojan Peas’ to help you hide your favourite icecream
Häagen-Dazs is the ice cream of ice creams. The problem is, it’s so good that anyone you live with is likely to help themselves to your precious pint of creamy goodness when you’re not looking.
In fact, nationwide research commissioned by Häagen-Dazs recently discovered that 41% of Australians hide their treats so they aren’t stolen by family members or housemates.
In response to these findings, and reports that Häagen-Dazs has been mysteriously disappearing from freezers for years, Häagen-Dazs and Thinkerbell have developed ‘Trojan Peas’, an incredible new anti-theft innovation to help loyal customers hide their ice cream from others.
Says Leanne Badcock, senior brand manager for Häagen-Dazs: “We believe that Häagen-Dazs is the ice cream of ice creams and therefore worthy of protection. We’re excited to be bringing the idea to life and helping Aussies savour their precious treat time.”
Says Ben Couzens, chief creative tinker at Thinkerbell: “Inspired by the legendary tale of the Trojan Horse (as well as boring bags of frozen peas), we specially designed the pack with ugly colours and dull branding to ensure that no kid, partner, or housemate would ever want to look inside. Ok, it’s really just a boring bag of peas, but that’s the point.”
The earned media approach has already seen the ingenious innovation discussed across radio and social media. Haagen-Dazs has also partnered with Australian media personality, Em Rusciano, to demonstrate how easy the bag is to use from her home in Melbourne.
Everyone can get their hands on their very own bag of Trojan Peas by simply entering via the Haagen-Dazs Instagram page.
31 Comments
Didn’t DDB do this for Tim Tams a couple of years back?
Yes
Perfect to hide your ‘ice cream’
No, seriously… WHY?
Does this agency just have a drawer full of inane ideas for FMCGs?
Done and done again.
Kinda fun, but kinda done.
was full of trojans. So trojan peas is full of peas?
https://www.youtube.com/watch?v=Na0tRdWev8U
It’s no magic salad plate
No, the Trojan horse was left for the Trojans, at the gates of Troy. It was full of Greeks.
In other words, this is great for hiding your ice cream from Trojans.
Just waiting for ‘Magic Ice cream plate’ or ‘Best job in the world – tasting Haagen Dazs’.
Are you trying to say that’s the same idea? Cos it’s clearly not
But, this https://www.youtube.com/watch?v=NMZWKTZLjaA&feature=emb_logo&ab_channel=TimTam
Is.
I don’t think it matters though. Only ad folk will give a shit
On that logic, it should also be full of trojans. Sincerely, pedant.
Eerily similar to this if you ask me – https://www.youtube.com/watch?v=Td1uPq9K–E&ab_channel=AnthonyVance
But if it really is for hiding ice cream why put stupid things like “seriously no need to look inside” on it.
Lots of examples of it being done before. But this is similar for another reason https://trenthendrick.com/reversiblebox
So now that the PR has made everyone aware of it, what’s its purpose?
Award entry? Surely not.
I’ve seen this done for Crunchy Nut
Unfortunately it’s been done before and even worse it was done by some creatives they used to work with. Shame
Funny and fun. Another out of the box idea from Thinkerbell
So, basically you can grab any other empty frozrn veggies bag and put your ice cream in it 🤷
Sorry but this had been doing the rounds on social media for years. https://www.today.com/video/see-this-mom-s-trick-to-hiding-ice-cream-from-her-kids-1079274051645
What did Thinkerbell do exactly? Very lazy creative for what seems to be a client open to opportunities.
I think that makes the idea stronger
This agency makes 200 knives for vegemite, frozen pea bags for ice cream, all I see is a desperate need to PR any silly idea with no real kpi attached. Probably didn’t even charge the client. God help us if they get a toilet tissue account.
Maybe there should be a separate award category for Thinkabell entries.
I love your tinking,
but can you please stop tinking up ideas that end up as more landfill.
If only the icecream was in tiny, pea-shaped balls so that this would’ve worked.
Has it been done to death? Yep. But why does advertising have to be completely original every time? Movies and music aren’t held to these standards. And people actually like those as opposed to the shit we do for a living that nobody in the general public even knows about.
Jokes on you. I friggin love peas.