A retro ice-cream truck that has been doing the rounds in the GTA requires proof-of-age (19+) before it distributes the real goodies in its ice-box.

Ice-cream is just one part of the activation that Appleton Estate is rolling out in collaboration with a local ice-cream maker Summer’s Sweet Memories. The liquor company is developing a brand awareness campaign for its rum product, and rum-infused ice-cream is one part of its execution to lure new and seasoned liquor drinkers to sample its wares.

The Campari liquor company’s activation began during Caribana weekend with its truck staff doling out healthy scoopfuls of Rum Raisin ice-cream to a targeted demo of rum lovers at the Caribbean festival and will continue the activation through the end of August.

Jungle Media is the media agency on the campaign with BBDO on creative and Embr Events on experiential.

The ice-cream is being introduced alongside a 50 ml sample bottle of the company’s Reserve Blend rum, along with a recipe card instructing consumers on mixing a special rum cocktail.

With the campaign, the company hopes to increase its social media following with a focus on Instagram, and to get consumers to think about different ways to enjoy rum. The brand’s Facebook and Instagram IDs were painted just under the truck’s customer service window.

Locations on this truck’s go-to map include the financial district, west end and Scarborough where the brand ambassadors, dressed up in retro attire, engaged curious passersby, offering ice-cream and rum samples and encouraging them to follow the company on Facebook and Instagram. 

Karen Scutt, managing director at Embr Events, says that the success of the campaign has inspired Appleton Estate to mimic the execution in other provinces over the coming weeks.

Some 9,000 people have stopped by to visit the Apple Estate mobile. The company has already achieved its ice-cream and reserve blend sampling target and witnessed a 200% increase in Instagram followers as a result of the activation.