Tip Top parodies science for summer
Feeling and licking good.
Tip Top is using scientific findings that ice cream stimulates positive effects on the brain for its Science of Feeling Tip Top campaign.
The Fonterra-owned brand quotes researchers at the Institute of Psychiatry in London who found that one spoonful could stimulate an immediate and positive effect on the brain’s orbitofrontal cortex. Or, as New Zealand’s leading ice cream maker says, “ice cream makes you feel Tip Top.”
Tip Top and its ad agency Colenso BBDO are testing the hypothesis on the public in a series of videos.
At press time, four themed videos have been released, each testing whether ice cream has positive affects on work productivity, love, busking and jogging.
With comedian Guy Montgomery assuming the role of the “researcher,” the videos (unsurprisingly) support the research.
The campaign is centred on Facebook so Tip Top is asking consumers to participate. Kiwis can apply online for free ice cream grants to do their own home experiments, such as finding out if their selfies are more popular when they Feel Tip Top.
Tip Top group marketing manager Minna Reinikkala says, “We thought it would be great to prove that our ice cream is not only delicious but makes people respond to situations in a more positive frame of mind.
“We know that having a Jelly Tip during a meeting instantly lightens our mood in the office, so we wondered if it could do the same in another environment.”
Colenso BBDO ECD Steve Cochran asks what the response would be to this article if everyone had an ice cream first.
“The following blog comments might all be positive. Imagine that,” he says.
Campbell Gibson for NBR Food Industry Week
Fri, 05 Dec 2014
Fri, 05 Dec 2014
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Tip Top parodies science for summer
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