CARVEL
America loves a good comeback story. America also loves ice cream. So what happens when you mix the two?
The greatest campaign of all time.
Or at least this portfolio? Top 5?
COMEBACKS ARE SWEET
In 2010, Carvel gave Lindsay Lohan a black card promising free ice cream for the next 75 years as a part of a promotion for their 75th birthday. However, after abusing her privileges, Lohan’s card was revoked.
But she’s different now.
Since Lindsay has made such a remarkable comeback in the past few years, we want to honor her as Carvel’s Sweetest Comeback of the Year and gift her back her black card.
Carvel celebrates their 90th birthday this year, so this time they will give a Lindsay a black card promising free ice cream for 90 years.
We know it’s a risk, but that’s how much we believe in our girl Lindsay. Plus, we don’t really think she’s gonna live another 90 years. I mean, all that partying.
Carvel will have a series of cryptic out of home advertisements thirsting after Lindsay like a desperate ex-boyfriend. Anyone who is intrigued can scan the QR code which will take them to a website with the full story.
OOH
Social
(I will not call it X. If you call it X, I assume Elon Musk’s hand must feel real nice around your throat.)
Carvel will also thirst after Lindsay on Twitter, incessantly tweeting at her asking her to call them.
Lindsay isn’t the only person who’s had a comeback.
(She is the only person who fully convinced me she had a twin when she didn’t though.)
Carvel wants to support other people’s comebacks too. To do that, Carvel is going to launch Sweetest Comeback of the Year at a community level. People can nominate people they know for the award, the prize being a spot on Carvel’s comeback wall, and a coveted Carvel black card. Anyone could win: a teacher, coach, parent…some guy named Kyle…
Whoever it is, it’ll be sweet.
CARVEL COMEBACKS
Throughout the campaign, Carvel will hand out “comeback” coupons to customers to get them to… come back. They will also advertise the Sweetest Comeback of the Year award with a QR code that will explain how to nominate someone.
