Bulla and Publicis Worldwide Reinvent the Ice-Cream Tub to Build Sandcastles in the Sun

Australian family-owned dairy brand Bulla is now bringing more joy to families around the country by reinventing the classic ice-cream tub to become yet another much-loved summer icon: a sandcastle maker.

A limited edition world-first product design, the Bulla FunTub was first released over summer and was designed by Publicis Worldwide, part of the Publicis Groupe, alongside Bulla, with manufacturing completed in Melbourne. 

On average, Australians produce three million tonnes of plastic each year, but only 12% is recycled. The Bulla FunTub encourages the reuse of ice-cream tubs throughout summer and aims to help spread the message of waste prevention, with less plastic containers ending up as landfill.

Andrew Noisette, head of marketing implementation, Bulla Family Dairy said: “The Bulla FunTub is what Bulla is all about – unfakeable family moments and great tasting ice-cream. We’re proud of our 107-year heritage, but we still like to innovate and give Australian families new ways to connect and enjoy time together.”

Ryan Petie, executive creative director, Publicis Worldwide added: “This is a beautifully simple idea that connects the pure joy of eating ice-cream with the pure joy of building sandcastles with your kids. Being able to spread the message about reducing landfill while eating ice-cream also makes the idea very special.”

Bulla FunTubs have initially launched as a limited-edition release for Bulla fans on Facebook.

Source: Campaign Brief

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