A perennial impulse purchase at Australian convenience store freezers has just received an upsize. Fans of Streets Golden Gaytime are rejoicing after the Streets development team have launched new 1.25 litre tubs. These are available in three flavours, Blue Ribbon Golden Gaytime Classic, Blue Ribbon Golden Gaytime Chocolate and Blue Ribbon Golden Gaytime Mint.
The launch coincides with a successful social media campaign privately run by a passionate fan of the delectable biscuity goodness, Jesse James McElroy, whose Facebook page ‘Golden Gaytime Ice Cream Tub Project’ demanded the option of a larger tub of the popular confectionery.
The page has attracted over 6800 fans and reinforces two key points discerned by Streets after the success of 2014 when they released Green and Golden Gaytime. “First, Golden Gaytime is awesome and Australian’s love Golden Gaytime; and secondly, Australian’s want more Golden Gaytime!”
The coincidental timing of the launch with the now successful campaign of Mr McElroy equates to only positive news for devotees of the vanilla and biscuit concoction. That is four new OOH SKUs across both sticks and tubs.
The new stick Golden Gaytime Chocolate features a vanilla centre wrapped with chocolate Gaytime flavoured ice cream covered in chocolate and finished with Golden Gaytime cookie crumbs.
The fortunate timing of Mr McElroy’s campaign for larger tubs and popularity of the Australian favourite has set social media alight and will no doubt translate into increased sales of both tubs and sticks in store.
This story first appeared in Consumer and Impulse Retailing.