'Cravability,' available in a cup or a cone | Adweek 'Cravability,' available in a cup or a cone | Adweek
Advertisement

'Cravability,' available in a cup or a cone

Coldstone "This campaign is about cravability ... and the ability to customize the ice cream." That quote is not from the power-suited marketing lady on The Simpsons. It is, in fact, the rationale for Cold Stone Creamery’s upcoming commercials. So says the chain’s senior director of marketing. Cravability. Excellent. Cold Stone has trashed last year’s ad motif of conjuring up childhood fears in its scoop shops (good!) and will instead target women 18-44 with lines such as, “Millions of combinations mean you can change your mind as often as you like.” Do women change their minds a lot? Thanks for the insight, Cold Stone! OK, that was snide, and I apologize. Really, I’ve changed my mind: It’s great copy. At least I haven’t mentioned my abundant Davability. AdFreak’s other two Davids are always bragging about theirs. They’ve got some childhood fears they’re still working through. I was pretty traumatized by Fudgie the Whale at Carvel. Don’t even get me started on Cookie Puss.

—Posted by David Gianatasio

Get the The AdFreak Daily newsletter:

Thanks for signing up! Check your inbox for a confirmation email.

Topics: Gianatasio
Advertisement

Sign up for AdFreak Newsletters

About AdFreak

AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd. Updated every weekday, with a weekly recap on Saturdays.

Click to Subscribe to AdFreak RSS