The 2014 Tip Top campaign titled "Science," created by BBDO for the New Zealand market, leverages a narrative approach within the digital space to reinforce the brand’s value proposition centered on the emotional and sensory experience of its products. By framing the campaign as an “experiment,” it implicitly suggests that there is a scientific or almost methodical understanding behind the feelings evoked when consuming Tip Top products. This aligns the brand with a promise of consistent quality that goes beyond taste, emphasizing the emotional satisfaction and comfort that consumers associate with the brand.
The market strategy hinges on blending food enjoyment with a conceptual, thoughtful narrative that elevates the product experience to one of discovery and feeling. Targeting an audience attuned to both innovation and authenticity, the campaign uses subtle storytelling to engage viewers who appreciate the intersection of science and everyday pleasures. The creative angle—presenting eating as an experiment—invites consumers to reflect on their own sensory responses, positioning Tip Top as a brand that understands and can evoke these emotional connections with food. While the campaign’s reach appears modest based on views and engagement metrics, its strategic use of narrative to deepen consumer-brand relationships underscores an attempt to differentiate Tip Top in a competitive Food & Drink market by focusing on the experiential dimension rather than just product features or price.
FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits.
This Tip Top campaign, titled "Science of feeling Tip Top: Experiment 2. Busker," hints strongly at a demonstration approach. The use of "Science" and "Experiment" in the title and metadata suggests a pseudo-scientific setup where the impact of Tip Top is observed through a live or staged demonstration — likely measuring the effect (emotional or otherwise) of consuming or experiencing the product, possibly with a busker as part of the test scenario. There are no clear cues toward problem–solution, story-driven narratives, symbolism, celebrity power, comparison, or testimonials. The focus appears to be on purposefully illustrating the product’s effect in situ, consistent with the Demonstration format, as the experiment theme is designed to directly showcase the (presumably positive) results of Tip Top enjoyment, fitting the classic ad technique that visually and practically exhibits a product’s benefit.
1. Wattie’s – Market Positioning
Wattie’s is a leading New Zealand food brand known for its trusted and wholesome products. It differentiates itself through a strong emphasis on heritage, reliability, and locally grown ingredients, often positioning itself as a staple in Kiwi households, offering convenience foods that connect consumers with New Zealand’s agricultural roots.
2. Sanitarium – Market Positioning
Sanitarium focuses on health-conscious consumers by offering plant-based, vegetarian, and wellness-oriented food options. Their positioning centers on nutrition, sustainability, and ethical consumption, promoting a lifestyle of health and wellbeing through iconic brands like Weet-Bix and natural breakfast and snack foods.
3. Griffin’s Foods – Market Positioning
Griffin’s is recognized for its diverse range of biscuits, snacks, and confectionery. The brand’s positioning highlights indulgence, quality, and innovation, delivering products that cater to both everyday treats and special moments with strong nostalgic and family-oriented marketing.
4. Goodman Fielder – Market Positioning
Goodman Fielder is positioned as a versatile and dependable provider of staple food products like bread, dairy, and cooking essentials. Its strategy revolves around everyday nutrition combined with accessibility, offering trusted New Zealand-made products that cater to a broad demographic with a focus on quality and value.
5. Mainland – Market Positioning
Mainland differentiates itself in the dairy segment through premium cheese and butter offerings. It emphasizes craftsmanship, award-winning quality, and rich, authentic New Zealand flavors, targeting consumers looking for both everyday and gourmet dairy experiences with a strong connection to New Zealand’s dairying heritage.
Q: What is Science about?
A: Science is a professional campaign created by BBDO for Tip Top, launched in New Zealand in 2014. The campaign leverages digital media to explore the concept of the science of feeling, focusing on the emotional and sensory experiences associated with enjoying Tip Top products. Central to the campaign is a digital asset titled Experiment 2. Busker - Full, which presents the act of eating ice cream as a memorable sensory experiment. By positioning the product within a pseudo-scientific framework, the campaign aims to elevate the everyday act of eating ice cream into an engaging and thought-provoking experience, reinforcing Tip Top’s commitment to innovation and consumer connection.
Q: What creative device does Science use?
A: Science employs the Demonstration format, classified as FORMAT#1 DEMONSTRATION in Clapboard’s 12-format taxonomy. This creative approach directly showcases how the product works and highlights its benefits by staging an experiment that observes the emotional and sensory effects of consuming Tip Top ice cream. The use of a busker in the experiment scenario reinforces the demonstration technique, providing a live or staged context that visually and practically exhibits the product’s impact. This format is designed to make the product’s appeal tangible, aligning with the campaign’s focus on the experiential and scientific dimensions of enjoyment.
Q: What is the campaign proposition for Science?
A: The campaign proposition for Science positions Tip Top as a brand that understands and values the emotional and sensory satisfaction its products deliver. By framing the experience as an experiment, Tip Top communicates a promise of consistent quality that transcends taste, inviting consumers to reflect on the feelings and comfort associated with their products. The strategy targets an audience that appreciates both innovation and authenticity, using a thoughtful narrative to differentiate Tip Top in the competitive food and drink sector. This approach seeks to deepen consumer-brand relationships by focusing on the experiential and emotional dimensions of food enjoyment.
Q: How does Science rank in Clapboard's archive?
A: Science holds a Clapboard Campaign Score of 57/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and its relevance within the cultural and market context of New Zealand’s food and drink sector.
Q: Who are the competitors in Tip Top's category?
A: In the New Zealand food and drink category, Tip Top competes with brands such as Wattie’s, which is known for its heritage and reliability as a staple in Kiwi households; Sanitarium, which targets health-conscious consumers with plant-based and wellness-oriented products; Griffin’s Foods, recognized for its indulgent and innovative range of biscuits and snacks; Goodman Fielder, offering everyday nutrition and accessibility through staple products; and Mainland, which emphasizes premium quality and authentic New Zealand dairy experiences. Each of these brands brings a distinct positioning, shaping the competitive landscape in which Tip Top operates.
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