The Hunt for the Golden Stick
The Hunt for the Golden Stick
In 2024, Diplom-Is faced fierce competition. While its main competitor celebrated its 100th anniversary, the ice cream market was crowded with everything from premium brands to low-cost labels. So, how could we capture the audience’s attention? By tapping into the insight that classic products can unlock great value, we decided to reintroduce the Gullpinne and launched a nationwide treasure hunt with a unique prize: five ice cream sticks made of 18-karat gold. From TV to TikTok, wrapped ice cream trucks to freezer aisles, we talked about Gullpinne and its weight in gold.
Results:
It wasn’t just the treasure hunters who struck gold. Sales of Gullpinne skyrocketed by 512%, making it the 7th most consumed ice cream in Norway. Thanks to the buzz generated by the campaign, Diplom-Is rose from 42nd to 11th place on the YouGov Brand Index. Total ice cream sales increased by 184%, and Diplom-Is went from challenger to leader – becoming Norway’s largest ice cream brand. A golden reminder that the best adventures are often hidden in the simplest pleasures.
