Tom Hudson
Executive Creative Director at MullenLowe UK
London, United Kingdom
TitleIce Cream Cone
Agency
Campaign Boddingtons
Advertiser InBev / Labatt Brewing Company
Brand Boddingtons
Date of First Broadcast/Publication 1992 / 7
Business Sector Beers, Ciders, Lagers
Tagline The Cream of Manchester
Story Ice cream cone made of Boddingtons. The cone is yellow like the golden colour of Boddingtons and the ice cream is white like the creamy head on a pint of Boddingtons.
Philosophy We decided to celebrate the brand’s Manchester roots and the product characteristic that most sets it apart from conventional Southern beers – its creaminess. The campaign also aimed to use a distinctively northern tone of voice and a consistent branded look.
Problem When Whitbread bought Boddingtons in 1989, 80% of the brand’s sales were in the North West region. Whitbread wanted to grow Boddingtons beyond its heartland, without alienating its fans.
Media Type Magazine
Market Europe
Executive Creative Director
Copywriter
Art Director
Photographer

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