Ad agency Wieden + Kennedy is universally known for the way their creativity manifests into brilliant and effective advertising campaigns. So, it was not surprising when two of their creatives, Matt Moore and Jason Kreher, used their unique sense of humor to create Schadenfreezers – a brand of popsicles featuring punchlines that veer away from the typical jokes most consumers now anticipate. The popsicle-stick jokes begin with a typical line like “Why was the ghost sad?” But after you’ve geared up for the corny but classic punchline, Schadenfreezers give you a deadpan answer like, “A lot of different reasons.”
The current cycle is actually the second serving of dry-humor and features new jokes and better stop-motion illustrations. The original batch was released in May of last year on Tumblr. Moore and Kreher chose the blog-based website because of its emphasis on art and entertainment. They combined both of these subjects by developing Schadenfreezers, so Tumblr offered the perfect avenue.
A few jokes raised the question of how far is too far, but what really offended some was the unavailability of these treats from ice cream trucks. In response, Moore and Kreher insisted they didn’t intend to advertise the brand as if the popsicles were actually for sale. However, when asked if they would consider transforming the conceptual brand into a tangible product, Schadenfreezers’ creators said they wouldn’t turn down the opportunity.
So what made the launch of this fictitious product better than other (very real) product launches? Creativity. The hardest part of marketing and advertising is breaking through the clutter. Inventing a new approach to the traditional way of doing things is sure to stop consumers in their tracks. Schadenfreezers took something as generic as popsicle-stick jokes and made people look at the frozen treat in a new way, even if it wasn’t a product they could actually consume.