Froneri and Droga5 challenge female stereotypes in “An Extrême Night In”

The brand marks the launch of its new Cookie Cone Extrême with a next-level pillow fight

Georgie Moreton

Assistant Editor, BITE

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While traditional ice cream ads might feature beautiful women taking dainty little bites, for the launch of Froneri’s new Cookie Cone Extrême, the brand has opted for a campaign that moves away from the polished portrayal of women in favour of a more dynamic campaign. 

The campaign centres around a TV and online ad, “An Extrême Night In”, where audiences see a cliched pillow fight quickly escalate as our two heroes begin a dramatic chase that spills out into the city. 

In its first piece of work for the brand, Droga5 London has ushered in a new direction for the iconic French ice cream brand where everything is taken to the Extrême.

“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. This reckless assault on the senses will hopefully upend all the preconceived notions of what the category has to offer.” said Shelley Smoler, Executive Creative Director at Droga5.

The spot was produced by SMUGGLER and directed by Similar But Different, a directing duo composed of Dani Girdwood and Charlotte Fassler. The film has been soundtracked by The Runways, ‘Cherry Bomb’; an iconic punk track with a rebellious spirit that embodies the brand’s new tone of voice with women front and center.

The work is part of a wider marketing campaign that includes all-new packaging and visual identity and will roll out in the UK, France, Italy, Spain, Switzerland and Israel across TV, online video, outdoor and social.

The campaign aims to increase brand awareness and drive further engagement and relevance amongst a younger audience. By smashing genre-based stereotypes and featuring more engaging female protagonists, the brand is able to stand out in a crowded market to make a lasting impact.