Unilever Ice Cream launches campaign for new Ice Cream Bites for Golden Gaytime, Ben & Jerry’s and Magnum via Clemenger BBDO Sydney
Unilever Ice Cream has launched Australia’s favourite Ice Cream brands, Golden Gaytime, Ben & Jerry’s and Magnum, in bite-size versions, providing Aussies with a new snacking indulgence. The launch is accompanied by a new campaign developed by Clemenger BBDO Sydney.
Historically, ice cream isn’t considered a snack. While delicious, ice cream can sometimes be too big, messy, or cumbersome for a cheeky snack.
Says Annie Lucchitti, marketing manager for Streets at Unilever Ice Cream: “Less than 12 per cent of Aussies think that ice cream is a snack but know it’s one of our most popular indulgences, so, it was about time we gave Australian snackers the option.”
In Australia, snacking has increased by over 400% in the past ten years.
The creative plays on the insight that we all have a friend who asks for a bite of our food.
Says Darren Wright, executive creative director at Clemenger BBDO Sydney: “It’s pretty hard to share an ice cream, but it doesn’t stop some people from asking for a bit, even before you’ve had a chance to have any yourself. Thankfully Golden Gaytime, Ben and Jerry’s and Magnum have come up with the perfect answer to that question. Ice cream bites. And we wanted to bring that to life in a fun and delicious way.”
The creative dramatises this human truth humorously and joyfully by telling the story of two friends, one who is happy to buy their own Golden Gaytime whenever they feel the desire for one and another who only ever wants a bite.
And although the mate’s unwelcome advances on the Gaytime have been a source of mild frustration, they can now happily enjoy sharing new Ice Cream Bites.
The campaign will roll out across TV, OOH and social in Australia.
Production Company: Scoundrel
Director: Matt Weston
Executive Producer: Adrian Shapiro & Kate Gooden
Producer: Linzee Harris
Clemenger BBDO
Executive Creative Director: Darren Wright
Senior Business Director: Conor Walsh
Producers: Kirstin Tooley & Jo Howlett
Editor: Matt Weston
Post production: White Chocolate, Prime Cuts
Sound design: Pitchfork
Stills photographer: Patrick Moran
18 Comments
The client would have been SO EXCITED to PR the hell out of this, asking for all sorts of mortifying quotes from the agency who presumably are fully aware of how awful the campaign is.
How did these get signed off? Shocking.
You could have had some fun with this. FAIL.
That focus jump in the last two ads is amateur hour!
For a reason…
Could of been much more fun.
Zero flavour.
Super amateur.
Clemenger
Scoundrel
Director: Matt Weston
In no other country can you continually strike out and still get to bat each game.
Im off to buy these bites.
Job done.
The 6’s are fun!
Wouldn’t notice the production shift.
It’s a very functional ad.
Would actually work.
Yet boring
i am a monkey maybe chimpanzee
Crap execution
Clems loves this dude:
https://www.youtube.com/watch?v=MYuR7DfihIs
Clems in the suite like “yeah this should make no one laugh, drop it”
All the research we conducted, focus groups we attended, buy tests we put this through, and amendments from all we applied to the scripts, told us consumers would run towards the ice cream chest, like they do in that Farmer’s Union Greek Yoghurt Ad. I don’t understand what’s happened.
The ad for Ice Cream bites is hilarious and I love it; the guy asking for a bite is so well cast. Well done.