There is drama, there is passion, there is mystery. And Bigfoot and spoiled heiresses too, all focused on ice cream. And not just any ice cream. Cold Stone Creamery wants you to associate all of these strong emotions, along with urban legends and pop culture references with its brand, and it is weaving all of these emotional elements together with humor to push its brand, using television, radio, online and the tagline LOVE IT LOVE IT.
Saatchi and Saatchi handled the creative and Santy Advertising of Phoenix is doing placements. The Creamery has a lot of territory to cover, with almost 1,400 locations in the US, Puerto Rico, Guam, and in certain Far Eastern countries.
RBR observation: This is certainly the time of year to start pushing ice cream. And if you have rival ice cream outlets in your area, you may want to remind them that offense is the best defense, and since Cold Stone may be making a play for their business, this may be the right time to go on the air with some robust creative of their own.