Does Gen Y Love Love It?

Recently, Cold Stone Creamery released a few commercials regarding people’s love for their custom ice cream. Bigfoot, an heiress, and a schoolboy are all put to the test as they gaze at their biggest fears sitting inside a Cold Stone store. The narrator asks if their fears will keep them from going inside to get their favorite flavor creation. The ad ends with out seeing if they go inside the store and the words, “do you love it, or do you love love it” flash across the screen. It then shows the Cold Stone logo and website.

After seeing the commercial multiple times I wondered if the reference to the website was for people to log on to see the ending of the commercial. When I went onto the site there was a link to watch the commercials, but they all ended the same, still leaving me hanging. Cold Stone could have taken this opportunity to produce really creative endings to the commercials, most likely showing the characters facing their fears and enjoying their ice cream. While the commercials are fun and entertaining enough they could have blown this out into a great campaign and possibly gone viral with it but by not offering anything in addition to the traditional counterpart and not elaborating on the mesasage at all, overall the campaign seems to have missed the mark.