Most of us have fond memories of the ice cream truck from our childhood. When it wasn’t a truck, it was an ice cream cart, but still the result was the same. Ice cream delivered around the neighbourhood, and many happy children! We’d hear that chime and run out into the street, and pick up a cone or an ice cream sandwich. That was many years ago…
Now, thanks to Good Humour – the ice cream company with the iconic ice cream truck – you can tweet for an ice cream.
Good Humor might have got rid of its old-school ice cream trucks many many years ago, but as a brand it has still got that nostalgia attached to it. And now, to appeal to the digital generation, Good Humor ice creams are hitting the road again for a sampling tour called “Welcome to Joyhood”. In order to get some ice cream, fans will have to turn to Twitter. Simply call a nearby truck by tweeting to @GoodHumor.
— Good Humor (@GoodHumor) June 18, 2015
Unfortunately, the tour is only taking place in the Northeast US during the summer, but if you’re in New York City, Philadelphia, Washington, D.C. or Boston you’re in luck . You will hear the ice cream truck from afar… the usual jingle has been replaced by pop and rock ‘n’ roll.
— Mr. Met (@MrMet) June 25, 2015
“It resembles the nostalgic truck of the past … but it has modern nuances that bring us technologically, and also experientially, into the 21st Century,”
As a move, it is a first step back to ice cream trucks, something the company was very famous for before parking its fleet of vehicles nearly 40 years ago. Since then, Good Humor has been available in grocery stores or independently-owned ice cream trucks but the brand has been suffering for years, so Unilever has chosen to modernize its image and look at different ways to bring its ice cream to customers. Of course this isn’t the first time that an ice cream company has does something like this, but it’s still pretty cool.
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As Nick Soukas explained,
“there are some areas of the brand that were in decline [and] there are others that are growing. The out-of-home business (which includes ice cream truck sales), is a real growth driver for the brand,”.
In any case, it’s a cool use of social media and a great example of connecting online with offline.