Memphis Meltdown launches new ‘ridiculous’ outdoor and radio campaign via Colenso BBDO

Memphis Meltdown, famous for putting too much delicious chocolate and ice cream on a stick, has launched a new brand positioning via Colenso BBDO.

Tasked with keeping the product top of mind, reminding consumers that Memphis is the only ice cream to satisfy the ultimate craving. Far from being the sensible choice in the freezer, the brand has decided to apply the same absurdity to its advertising as they do to its ice creams.

LISTEN TO THE FIRST SPOT – Memphis Meltdown – Flamboyant Bear Radio.mp3

LISTEN TO THE SECOND SPOT – Memphis Meltdown – Promoted Radio.mp3

LISTEN TO THE THIRD SPOT – Memphis Meltdown – Voice Transplant Radio.mp3

LISTEN TO THE FOURTH SPOT – TTT:030:00489 – Memphis Meltdown – Listen to your Stomach Radio.mp3

LISTEN TO THE FIFTH SPOT – TTT:030:00491 – Memphis Meltdown – Word Factory Radio.mp3

The new positioning line, ‘One ridiculous ice cream’ was launched on new packaging from Interbrand and is being supported with a range of radio ads, POS, adshels and a 2 metre tall ear.

The ear, designed to dispense ice creams if you scream loud enough, made its debut at an activation at AUT University and a video to capture the fun has scored more than 130,000 views on YouTube so far. A series of planned experiential activations will see the oversized ear travel between universities and events from September to November.

Says Steve Cochran, executive creative director of Colenso BBDO: “It’s not often a client is willing to admit their product’s ridiculous. Now we just needed some ridiculous creative. Enter Si, Brett and the Flamboyant Bear. Nice work weirdos.”

Says Simone Reeh, senior brand manager, Tip Top: “Memphis Meltdown is a great brand we can have fun with and really push its unconventional spirit. With the help of Colenso BBDO and the rest of our partners, we’ve got high hopes for the campaign’s performance.”

Agency: Colenso BBDO

Simone Reeh (Senior Brand Manager)