Ice Cream Goes to the Dogs

U.K.'s Boomerang TV Finds Special Ingredient for Pet-Lovers' Party in the Park

Published on .

Most Popular

For a more in-depth look at this Idea of the Week and for other examples of media, marketing and business innovations, visit Ad Age and Cream's inspiration site.

Time Warner's U.K. children's TV channel Boomerang wanted to bring the pet-loving brand to life with a party in London's Regent's Park for its adoring viewers. The challenge was how to invite the pets.

To give the dogs something to get excited about, doggy ice cream van K99 was created. Treats included "Dog Eat Hog World" (chicken and ham sorbet) and "Canine Cookie Crunch" (a dog biscuit take on cookies and cream). The van played the theme to "Scooby Doo" rather than the traditional ice-cream-truck chimes.

The quirky K99 van scored major media coverage and drew 6,000 human and several hundred dog attendees. Proceeds from ice-cream sales went to the Berkshire Search & Rescue Dogs.

~ ~ ~
Cream indexes and analyzes the world's media, marketing and business innovations. Combining a library of more than 2,500 case studies with insight and analytical tools, the Cream Innovation Exchange provides inspiration and helps you discover what's next in the world of communications.

In this article: