The legendary Melanie Sykes advertising was the inspiration behind Boddingtons Iced Cream, bringing to life the brands northern humour by drawing attention to the quintessential British summer and its ‘Cream of Manchester’ heritage. A full POS kit was created and an ‘everyone’s a winner’ promotional mechanic featuring cold reveal game cards brought the campaign to life. Consumers could win a range of authentic ice cream van ring tones evoking feel good nostalgic memories of summers gone by, or unique wallpapers & screensavers for their mobiles. The main prize of a weekend in Blackpool topped off the ‘Iced Cream’ concept.

An exciting campaign which captivated and engaged consumers. The fact that ‘everyone wins’ was a strong proposition and delivered both customer and consumer interest. The campaign featured strong British seaside visual imagery, which typified the brands humorous/tongue-in-cheek view of the ‘summer up north’.Over 500,000 gamecards were distributed and thousands of pints were consumed, ensuring the continued distribution of Boddingtons Extra Cold.