Tillamook has unveiled a groundbreaking new marketing campaign, created by Leo Burnett, for its Chocolate Collection Ice Cream, leveraging cutting-edge lenticular lens technology to create a “now you see it, now you don’t” visual experience.
This innovative campaign, dubbed Tillamook iScreen, makes the ice cream appear to disappear right before your eyes, engaging consumers in a unique and interactive way.
What is Lenticular Lens Technology?
Lenticular lens technology involves the use of lenses to create images with an illusion of depth or the ability to change or move as the image is viewed from different angles. This technology is not new but has been predominantly used in print advertising, 3D postcards, and novelty items. Tillamook® is now bringing this engaging visual experience to the realm of food marketing.
How Tillamook iScreen Works
The iScreen campaign employs lenticular lenses on packaging and advertising displays. When viewed from different angles, the image of the Chocolate Collection Ice Cream either appears or disappears, creating a magical effect that captivates onlookers. This dynamic visual effect is designed to draw attention, spark curiosity, and enhance consumer interaction with the brand.
It made its debut on Jimmy Kimmel:
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The Chocolate Collection
Tillamook’s Chocolate Collection includes a variety of rich, indulgent flavors that have become favorites among ice cream lovers. By incorporating the iScreen technology, Tillamook® aims to highlight the allure and premium quality of these ice cream flavors in a memorable and visually striking way.
Marketing Impact
This creative approach not only sets Tillamook® apart in the competitive ice cream market but also aligns with contemporary trends in interactive and experiential marketing. The iScreen campaign is expected to:
- Increase Brand Visibility: The eye-catching and playful nature of the lenticular effect will attract more eyes to Tillamook®’s products both in-store and online.
- Enhance Consumer Engagement: The disappearing and reappearing ice cream creates a sense of wonder and curiosity, encouraging consumers to interact with the packaging and share their experiences on social media.
- Drive Sales: By creating a buzz and making the product stand out on crowded shelves, Tillamook® aims to boost sales and reinforce its position as a leader in the premium ice cream segment.
Conclusion
Tillamook® iScreen exemplifies how traditional marketing techniques can be revitalized through the use of innovative technology. By making its Chocolate Collection Ice Cream disappear and reappear, Tillamook® not only creates a magical consumer experience but also sets a new standard for creative marketing in the food industry.
Stay tuned for the rollout of Tillamook® iScreen in stores nationwide and experience the magic for yourself!
