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By John Glenday, Reporter

April 5, 2022 | 2 min read

Häagen-Dazs owner Froneri is shaking up the predictable world of ice-cream advertising by staging the most aggressive pillow fight ever.

Devised by Droga5 to promote the launch of Froneri’s latest range the Cookie Cone Extrême, the battle marks a conscious attempt to banish imagery of well-groomed women daintily treating themselves to a frozen treat in favor of an action-packed affair.

“The work in the ice-cream ad game is traditionally rife with perfectly-lipsticked statues biting into their ice-cream with a care and precision reserved for Murano glass blowers,” said Shelley Smoler, executive creative director at Droga5. “This reckless assault on the senses will hopefully upend all the preconceived notions of what the category has to offer.”

The spot sees feathers fly as two women bludgeon one another with pillows, resorting to increasingly outlandish martial arts moves.

Alicia Munday, global marketing manager for Froneri, added: “This year we’ve taken the traditional ice-cream cone to the Extrême, with an all-new cone made from cookie. To coincide with the launch of this category first we’ve developed a new creative platform for the brand – ‘Take It To The Extrême’ – which sets out to demonstrate how life can be better when you push it to the Extrême.”

Froneri has also revamped its packaging and updated its visual identity to improve its relevance among younger audiences.

The campaign rolls out internationally across TV, online video, outdoor and social.

Froneri ice-cream brands include Cadbury, Häagen-Dazs and Toblerone.

Ice-cream Creative Works Droga5

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