A Thesis Presented to
The College of Fine Arts and Design
University of Santo Tomas
España, Manila
In Partial Fulfillment of the
Requirements for the Degree
Bachelor of Fine Arts Major in Advertising
This campaign proposal was created for academic purposes only. The owner of this project is not affiliated with Dippin' Dots.
INSIGHT STATEMENT
"I feel stressed and pressured about being an adult. I want to go back to my childhood and escape reality for a moment."
According to the target consumers, they feel overwhelmed with their work and responsibilities. Their stress from adult life makes them want to take a break from their responsibilities and just have fun again like during their childhood days when life was easier and simpler for them.
HUMAN TRUTH
“Nostalgia makes me feel good because I miss the good old days of being just a child when there weren’t too many responsibilities, life was easier and just fun.”
According to the target consumers, nostalgia makes them feel good, they are sentimental over their fun and happy childhood memories. According to research, nostalgia is a psychological phenomenon. It is a powerful neuropsychiatric force that can frequently becoming a driving force for a person’s behavior. People feel good when they reminisce about the past. When they feel or care for something, they’re much more likely to act. If it can affect major life decisions, certainly it can also affect purchase and consumer behavior.
BIG IDEA
“A go-to treat to feel nostalgic for a moment.”
Dippin’ Dots would be the go-to treat of the consumers when they want to take a break from their adult life full of responsibilities and enjoy their favorite childhood ice cream. The big idea aims to remind past consumers of the brand their once favorite childhood ice cream and encourage them to buy the product again through nostalgia approach. Past consumers of the brand could be regained and could influence potential consumers to try their experience as well.
TARGET MARKET
17-28 years old
Class B and Upper C
College Graduates and Young Professionals
“generation that grew up with Dippin’ Dots”
“Young Adults with purchase power”
TAGLINE
“Chillback to the Fun”
The tagline for campaign aims to encourage the target consumers to take a step back and have fun and enjoy their favorite childhood treat. The idea for the tagline came from the compound word “chillback” meaning to chill out, relax for a period, or go easy. It would also be a wordplay for the term “chill” with two meanings for the verb which are to relax and cold or to cool, or as an adjective to describe something cold like ice cream. The tagline tells the consumer to chill back or go back to their fun childhood days with their favorite nostalgic treat.
“Yes, it would make me feel like a kid again. I think a nostalgic treat would help me in my stressful life right now, when i remember it and I think that if I treat myself with Dippin’ Dots, I would remember my childhood and how my cousins and I shared the experience.”
"I miss being carefree. Somehow, nostalgia is nice when you remember them through toys, places, and other sources of memories.”
“It’s hard to find because they have a few locations only and it’s also expensive.”
It makes me emotional when I remember those days of just playing with my toys and dolls unlike now that I have work to worry about. Nostalgia makes me feel like I want to feel something again.”
“Yes, because for me it's like an escape, not like a complete disappearance from my my life but just like a quick trip of bringing back the good old days, it rests my mind, even just for a moment before I get back to reality.”
