The CoolWay “Cat, Elevator” campaign leverages a common consumer perception—that ice cream is inherently high in calories and guilt-inducing—to position its product as a guilt-free alternative. The central brand proposition communicated is that CoolWay’s low-calorie ice cream allows consumers to enjoy indulgence without compromising their health goals or self-image. This promise reframes the act of eating ice cream from a moment of conflict or restraint into one of pleasure and authenticity.
Strategically, the campaign taps into a key insight about consumer behavior: many individuals experience internal hesitation around snacking on traditionally indulgent products but still desire enjoyment without negative consequences. By highlighting a lower-calorie option, CoolWay aims to alleviate these concerns and align with increasingly health-conscious attitudes in the confectionery and snacks market. The narrative genre and the choice of a relatable scenario—symbolized here by the “Cat, Elevator” film—serves to humanize the experience, making it more accessible and engaging. The creative approach seeks to normalize enjoyment of the product, encouraging consumers to embrace their choices confidently rather than feeling guilt or judgment.
Targeted primarily at Canadian consumers concerned about calorie intake but unwilling to forgo sensory pleasure, the campaign’s positioning subtly challenges conventional attitudes toward indulgence. Its release on a video platform with modest engagement metrics suggests a focus on building brand awareness and shifting perceptions over time rather than immediate viral impact. Overall, the campaign uses a concise storytelling format to connect product benefits with the evolving values of contemporary snack consumers.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This campaign directly references a common problem: the guilt people feel when eating high-calorie ice cream. The narrative positions CoolWay’s low-calorie ice cream as the answer to this emotional tension, emphasizing that consumers “don’t have to feel guilty of being yourself.” The structure signals a clear problem–solution framing: first, a universal, relatable conflict (guilt over indulgence), then the relief or solution delivered through the product. No strong cues of symbolism, exaggeration, story-driven arc, or testimony are present, making “Show the Problem” the most precise fit.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Halo Top – Market Positioning
Halo Top positions itself as a guilt-free, low-calorie ice cream brand that balances indulgence with health-conscious ingredients. It emphasizes high protein content and low sugar, targeting fitness enthusiasts and calorie-watchers seeking a delicious yet nutritious treat.
2. Enlightened – Market Positioning
Enlightened markets its ice cream as a smart, better-for-you dessert option, focusing on clean ingredients, reduced sugar, and higher protein. The brand appeals to health-conscious consumers who want to enjoy indulgent flavors without compromising their dietary goals.
3. Breyers – Market Positioning
Breyers is a well-established brand promoting natural ingredients with simple recipes. They position their products as a classic, wholesome ice cream choice, emphasizing quality and authenticity to appeal to families and traditional ice cream lovers.
4. Arctic Zero – Market Positioning
Arctic Zero differentiates by offering frozen desserts with extremely low calories and lactose-free options, targeting consumers with dietary restrictions or those seeking weight management solutions without sacrificing flavor.
5. Yasso – Market Positioning
Yasso specializes in frozen Greek yogurt bars, blending creamy texture with high protein and probiotics. Their strategic angle is on providing a refreshing, nutritious snack alternative to traditional ice cream, catering to active, health-aware consumers.
Q: What is Cat, Elevator about?
A: Cat, Elevator is a 2018 campaign from CoolWay, created by Ogilvy for the Canadian market within the confectionery and snacks category. The campaign centers on a two-part film series, notably including Episode 2 titled Cat, that addresses the common guilt associated with eating ice cream. By spotlighting CoolWay’s low-calorie offering, the creative narrative reframes ice cream consumption as a guilt-free, authentic pleasure. The campaign’s storytelling approach aims to shift consumer perceptions, positioning CoolWay as an indulgence that aligns with health-conscious lifestyles without sacrificing enjoyment.
Q: What creative device does Cat, Elevator use?
A: Cat, Elevator employs the Show the Problem format, as classified by Clapboard’s 12-format taxonomy. This creative device highlights a relatable consumer tension—in this case, the guilt people often feel when eating high-calorie ice cream—before presenting CoolWay’s low-calorie product as the solution. The campaign’s narrative structure is direct and accessible, focusing on the emotional conflict and its resolution rather than relying on symbolism, exaggeration, or testimonial. This approach is designed to make the product benefit immediately clear and relevant to the target audience.
Q: What is the campaign proposition for Cat, Elevator?
A: The campaign proposition for Cat, Elevator is that CoolWay’s low-calorie ice cream enables consumers to enjoy indulgence without guilt or compromise. Targeting health-conscious Canadians who still crave sensory pleasure, the campaign positions CoolWay as a solution to the internal conflict many feel about snacking on traditional ice cream. By reframing the act of eating ice cream as an expression of personal authenticity rather than a lapse in self-control, the campaign seeks to normalize guilt-free enjoyment and align the brand with evolving attitudes toward health and self-image in the confectionery and snacks market.
Q: How does Cat, Elevator rank in Clapboard's archive?
A: Cat, Elevator holds a Clapboard Campaign Score of 58/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated within Clapboard’s global ad archive.
Q: Who are the competitors in Coolway's category?
A: In the low-calorie and better-for-you ice cream segment, CoolWay competes with brands like Halo Top, which emphasizes guilt-free indulgence with high protein and low sugar for fitness-focused consumers; Enlightened, which markets itself as a smart dessert choice with clean ingredients and reduced sugar; Breyers, known for its classic positioning around natural ingredients and family appeal; Arctic Zero, which offers extremely low-calorie and lactose-free options for those with dietary restrictions; and Yasso, which specializes in frozen Greek yogurt bars targeting active, health-aware snackers seeking both nutrition and flavor.
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