Tillamook needed to sell their incredibly delicious ice cream. Ice cream so good it makes people scream out in joy—possibly hurting their vocal cords.
We choose to warn people about such deliciousness. When people saw our ice cream ads most said, “I’ve never seen a big warning label on ice cream before. I read it immediately to see what ridiculous government warning was needed for milk, sugar and fruit.” Who says people don’t stop to read print ads? Tillamook ice cream sales are up 25 percent six months after the “warnings” launched. Warning: great ideas work.