Our particularly adventurous shortlist wasn’t short of places to visit, friends to meet and treats to try. This month’s winner captivated voters with an irresistible promise that its delicious ice cream won’t be around for long — congratulations to the7stars and Cadbury for being named May’s ad of the month
This simple but delicious digital homepage takeover from the sweet treat brand assures readers its ice cream is good by promising it’ll be gone if they wait too long.
the7stars planning director Emily Lewis commented on the win, saying: “We’re really thrilled to have won the ad of the month. ‘Guaranteed not to last’ takes on a strategy which steers clear of category conventions, it’s the lack of Cadbury’s product that helps to bring to life a common family scenario – wanting an ice cream, reaching for the box, only to discover it’s empty… and has been put back in the freezer.
“Our media planning and buying is all aligned with key family moments whilst driving disruptive stand out including across highly relevant newsbrand content. The campaign has been phased with upweights around the bank holidays and across the summer to tap into the optimal audience mindset.”
Well done also to OMD’s Hannah Gething, who is the lucky winner of the £50 Amazon voucher prize draw — congratulations!
