The World's First Amphibious Ice Cream Van
making a splash for Flake 99
Overview
Taylor Herring have been working, on behalf of Fredericks, on the promotion of Cadbury’s ice cream products since 2007.
For the Summer of 2011 we were briefed to come up with a national media initiative that would have the potential to deliver regionally and be returnable on an annual basis.
The Concept
The idea needed to encapsulate the brand values of Flake 99 - a product that embodies the ultimate taste of the British seaside.
Most importantly it would need to be fun and quirky with an instant ‘wow’ factor.
Following months of development and working closely with the client, we settled on the idea of creating the World’s First Amphibious Ice Cream Van – serving the iconic Great British ice cream cones to staycationers on and off our shores!
What Happened
The specially customised craft - HMS Flake 99 was built and completed a successful maiden voyage in secret, reaching a top speed of five knots and more importantly, making sure it was buoyant enough to withstand the choppy, tidal waters off Blackpool Beach.
The vehicle also chimed Rod Stewart’s classic ‘We Are Sailing’ as it ploughed through the waves, offering scoops in the surf to early morning bathers and boating enthusiasts.
Three days later - the world’s first amphibious ice cream van set sail down the River Thames marking the start of National Ice Cream Week.
After a nationwide tour of Britain’s beaches, there are plans to take the vehicle across the English Channel and on to the canals of Venice next year.
Results
We secured over 275 pieces of national media coverage worth over £1 Million in equivalent advertising value, including 3 national Tv spots and 7 radio interviews plus hundreds of websites and blogs from across the world.
Commercially it was a huge success for the client raising massive interest in the brand with new retailers. We also received requests to take the van and product internationally as far afield as Dubai, California and Asia.
For more information, visit www.cadburyicecreamland.com
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