• May 22, 2007

Scottsdale, Ariz.-based ice cream chain Cold Stone Creamery is launching its first national integrated campaign since its inception 20 years ago. The effort, via Saatchi & Saatchi, N.Y., includes television, with the tag "Love it, Love it."

The effort plays on how far ice cream lovers would 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' journey to a Cold Stone Creamery, the mecca of ice cream, and then puts obstacles in their path, thus testing their desire for ice cream. The television spots are meant to be dramatic, humorous and a bit mysterious.

For example, one television spot features a young boy approaching a Cold Stone Creamery. Inside he sees a few of his arch-nemeses. A voiceover asks if the "insatiable draw" of his favorite Cold Stone creation, "Birthday Cake Remix," will give him the strength to open the door. Other spots borrow from urban legend and pop culture, and feature Big Foot and an Heiress.--Karl Greenberg