Color That Cream

With whipped cream enjoying new popularity, Signature Brands is launching Color Tips, for coloring aerosol whipped cream, with a $4.5 million national print, promotion and sampling effort.

Plastic tips of food coloring that fit over the nozzle of aerosol whipped cream cans, Color Tips come two-per box in red, blue and green and retail for $1.79 in the dairy section of grocery stores in time for the coming berry and ice cream season.

The segment has enjoyed 70% growth in the past four years, per the company’s AC Nielsen data, as consumers weary of fat-free have returned full-force to indulgence foods.

“Whipped cream is enjoying double-digit growth,” said Richard Ilsley, vp. of marketing . “We wanted to give consumers an extra creative and fun edge when using it.”

Print creative, developed in-house by the Ocala, Fla., maker of Cake Mate dessert decorating items and Paas egg decorating kits, plays up the playful aspects of Color Tips, which to dispense striations of color on whipped cream for cakes, ice cream and fruit.

Print ads break in July in women’s and parenting titles like Good Housekeeping and Better Homes & Gardens with the likely tag, “Squirt the fun. See the magic.”

A satellite media tour features offbeat suggestions by comedian Joey Green. An online “Name the Color Tips Man” promotion through June 15 on the www.color-tips.com site offers a grand prize to a Disney park in Orlando, Fla., and gift baskets.