What’s the best that could happen?
Tip Top was the second pitch I ever worked on. The strategy was to ‘encapsulate the optimistic spirit of ice cream’. One of my lines ‘What’s the best that could happen?’ ended up being the platform that won the pitch. Of course, the launch just so happened to coincide with the launch of COVID which is about the worst f***ing thing that could’ve happened to this campaign. Fun fact: I hired a personal trainer when I started working on this pitch and I actually gained 4KGs by the final weigh in from eating so much ice cream for research. I asked if maybe it was muscle and he solemnly shook his head.
Mystery Phone Number
To launch this idea we wanted to reward people for their optimism. People who took a chance, thinking, what’s the best that could happen? The reward for doing so? A magical golden ice cream cone you could take into any* dairy for free Tip Top ice-cream for life.
*about 20 dairies, most of them didn’t answer our emails.
OOH
The line also worked well as a pay off when put against a challenge to do things a bit differently.
Challenge Sticks
We also started putting these optimistic challenges on the ice cream sticks themselves. The budget was tight, so I ended up acting in one of the AVs as well as voicing them over.