Underdogs are everywhere, in every product category… but most of the time, their status is unjust. Sometimes those seen as lesser actually have much more to offer, like healthier ice cream, taste award winning, Oppo Brothers.
What’s more, sometimes you just need to cause a bit of an on-brand ruckus to get the attention you deserve, give people a reason to remember you or give your product a go for the first time – then, with the help of an agency like S3 - you just need to keep your newly found friends in the scoop. Got a minute? have a read.
Healthy ice cream brand, Oppo, was lesser known than its halo-wearing counterpart, but far tastier – with the confident awards to prove it.
The brand was set to release a new limited edition flavour – Raspberry Ripple – just in time for Valentine's Day. With a small budget, but true belief in its sensual taste, Oppo looked to own the occasion, maximise product trial and in true Dai Vs Goliath fashion, win a fresh bunch of loyal Oppo converts.
Oppo's natural strength was its superior indulgent taste...
The centerpiece of Oppo's tempting brand; guilt-free indulgence sees it focus on the tones of sophistication, hedonism and desire – each all the more relevant at Valentine's Day than any other time of year – creating a clear sweet spot for an on-brand campaign.
Q: How do you make the most of an opportunity like this, for a lesser-known brand to rival its opposition, with a pretty small budget?
A: By securing a partnership with a bigger brand, which just so happens to be known for a different kind of healthy indulgence. Enter, Ann Summers...
With the idea of Good Temptation ringing in our ears, our eyes lit up – what could this look like, in one box for press, influencers and consumers to enjoy and talk about? S3’s first stunt saw us create a limited edition 'Spooning Kit' - featuring Oppo ice cream, a stylish golden dessert spoon and, well… an Ann Summers vibrator. Obviously.
Designed to reflect Oppo's fresh, dark and decadent style, the kit drove the link between Oppo and self (or shared) love – without the guilt – and while at it, persuaded recipients to claim an online voucher, try the new flavour, and ‘coppa’ feel’ working with the inspirational cancer awareness charity with every tub of ice cream.
Meanwhile a tongue-in-cheek social media campaign concepted and produced once more by S3's creatives celebrated the new product launch with a series of provocative and witty good vibe posts, directing more traffic to download and join Oppo's mailing list.
This attention-grabbing campaign created a spot-on buzz online – with press, influencers and thousands of social media users actively engaging with the brand, rousing over 18,000 new customers to try Oppo Ice Cream. Melt in your mouth stuff.
Oppo: Driving trial of healthy ice cream on a budget
Finding the G (uilt-free) spot with a tantalising brand partnership...