How do you tell people that your product is so good!! Most brands tell you their product is so good!! literally – in words that are synonyms for so good!! How much notice do you think this attracts?
That was the problem given to Thinkerbell by Häagen-Dazs.
The agency didn’t use words. It used peas.
It worked out that Häagen-Dazs is so good anyone people live with is likely to help themselves to theirs when they’re not looking. In fact, Australia-wide research commissioned by Häagen-Dazs had discovered that 41% of Australians hide their treats so they’re not stolen by family members or housemates.
So Häagen-Dazs and Thinkerbell developed Trojan Peas, “an incredible new anti-theft innovation to help loyal customers hide their ice cream from others,” (they say). The “ingenious innovation” allows people to hide their Häagen-Dazs inside what looks like a packet of frozen peas.
Simple. Effective. Fiendish.
Ben Couzens, chief creative tinker at Thinkerbell, explained, “Inspired by the legendary tale of the Trojan Horse (as well as boring bags of frozen peas), we specially designed the pack with ugly colours and dull branding to ensure that no kid, partner, or housemate would ever want to look inside. Ok, it’s really just a boring bag of peas, but that’s the point.”
Leanne Badcock, senior brand manager for Häagen-Dazs, commented, “We believe that Häagen-Dazs is the ice cream of ice creams and therefore worthy of protection. We’re excited to be bringing the idea to life and helping Aussies savour their precious treat time.”
The earned media approach has already resulted in the Trojan Peas being discussed across radio and social media. Haagen-Dazs has also partnered with Australian media personality, Em Rusciano, to demonstrate how easy the bag is to use from her home in Melbourne.
Everyone can get their hands on their very own bag of Trojan Peas by simply entering via the Haagen-Dazs Instagram page.