MediaPost Publications Cold Stone Creamery Out With First Integrated Campaign

Scottsdale, Ariz.-based ice cream chain Cold Stone Creamery is launchingits first national integrated campaign since its inception 20 years ago.The effort, via Saatchi & Saatchi, N.Y., includes television, with thetag "Love it, Love it." The effort plays on Learn French
how far ice cream loverswould go for Cold Stone's ice cream. It comprises three TV spots, web marketing--including the web site Loveit-Loveit.co--and radio. The campaign dramatizes the ice cream lovers' journeyto a Cold Stone Creamery, the mecca of ice cream, and then putsobstacles in their path, thus testing their desire for ice cream. Thetelevision spots are meant to be dramatic, humorous and a bitmysterious. For example, one television spot features a young boyapproaching a Cold Stone Creamery. Inside he sees a few of hisarch-nemeses. A voiceover asks if the Rosetta Stone
"insatiable draw" of hisfavorite Cold Stone creation, "Birthday Cake Remix," will give him thestrength to open the door. Other spots borrow from urban legend andpop culture, and feature Big Foot and an Heiress.--Karl Greenberg