Unilever-owned ice cream brand Streets has unveiled a $3.5 million marketing campaign to back newly-launched product Splice Real Fruits.
Splice Real Fruits is being launched as an extension of the Splice range, which has been in the market since the 1970s. The creative focuses on the product being made of real fruit.
Streets brand manager Dan Bitti told AdNews: "We're always looking for new opportunities to launch new products. With the Splice Real Fruits campaign we're hoping to take over every freezer in the country and take water ices into a whole new space."
Bitti said Streets commands just under 70% of the ice cream (excluding supermarkets) market and is looking for the new product to push the brand over the 70% barrier.
TV spots were adapted for the local market by Lowe Sydney based on international content from Lowe's Thailand office. The TV campaign is running on metropolitan free-to-air networks throughout January and February.
Out-of-home executions are being featured on bus panels and AdShel shelters.
Soap Creative developed the digital component of the campaign, which features fictional fruit characters Dave and Amber in a Big Brother-style online reality show.
Soap Creative managing director Ross Raeburn said: "This is one of those fun quirky projects that allowed us to create unique content and extend the campaign across popular digital destinations."
Former Baywatch and Knight Rider actor David Hasselhoff was enlisted for a series of Baywatch-themed "Splice Rescue" events to promote the launch of the new product. Hasselhoff appeared at Bondi Beach, the Gold Coast and Auckland this week.
Ensemble, Mediabrand's branded content division, worked with Unilever to secure Hasselhoff's involvement. Media buying was handled by UM. Res Publica managed the public relations for the campaign.
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