Truly Deeply/Madly

A Deli­ciously Cre­ative Brand Expe­ri­ence.
Com­mis­sioned by UK ice cream brand; Fred­er­icks to cel­e­brate National Ice Cream Week (may 30th through june 5th), the ‘HMS flake 99′ is the world’s first amphibi­ous ice cream truck, capa­ble of work­ing on both land and in water.

Like all great brand expe­ri­ences, the HMS flake is a walk­ing, talk­ing, swim­ming PR mag­net, attract­ing bucket loads National press and evok­ing a sense of child­hood won­der the old ice cream trucks used to engen­der on a swel­ter­ing summer’s day. Pri­mar­ily this brand expe­ri­ence appears to be about National Ice Cream week and refresh­ing us with the magic of the ice cream truck, but there also appears an unmis­tak­able pres­ence of the Flake brand of ice cream, no doubt a part of the Fred­er­icks port­fo­lio of brands.

The ‘HMS flake 99′ is meant to draw atten­tion to the decrease in ice cream trucks– from 20,000 in 1960 to 5,000 in oper­a­tion today as a result of coun­cil bans on the vehi­cles in cer­tain zones, con­cerns about noise pol­lu­tion and child­hood obe­sity, and ris­ing fuel costs. The craft, has replaced the tra­di­tional ren­di­tion of Green Sleeves with the Rod Stew­art song ‘we are sail­ing’. Its maiden voy­age through Black­pool recently marked the begin­ning of a UK-wide tour. UK stand-up comic Dave Mount­field got the gig as Cap­tain of the ves­sel, adding the the warmth, humor and brand per­son­al­ity of the expe­ri­ence. The brand design of the HMS Flake cap­tures the style of an 80’s ice cream truck, and the brand voice that plays-out through the vehi­cle liv­ery includes the clas­sic lines; ‘Licensed to Chill’, ‘Sail by & try one’, and ‘Dive In’.

Judg­ing by the fol­low­ing pics, it looks like the great­est threat to the old ice cream truck might be the lack of ice cream eat­ing weather — Licensed to Chill indeed.

Dave Ansett, Bran­da­men­tal­ist
Designer of Deli­cious Brand Expe­ri­ences
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This entry was posted on Friday, June 10th, 2011 at 7:00 am and is filed under Brand Agency, Brand Design, Brand Voice, Experiences, Graphic Design Melbourne. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.