Rather than personalising labels like the successful Coke campaign in 2011, Tip Top are instead providing a ‘Mum Song Dedications’ digital platform.
The microsite follows a four-step process of choosing a melody, beats, effects and lyrics to create a personalised Tip Top ‘Good on ya mum’ song.
Each song is a digital revamp of the Tip Top jingle, which can then be shared on Facebook, in an email, or with a phone call.
The campaign will also be supported by in store promotion, out of home posters, TV, radio and PR.
Group Marketing Manager, Justine Cotter said “The jingle celebrates the effort mum goes to for her family and we are excited to provide an interactive platform that allows Aussies to create their own unique, personalised, and meaningful song to dedicate to their mums.”
To check out the microsite, click here.