Bulla and Publicis Worldwide reinvent the ice-cream tub to build sandcastles in the sun

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Bulla FunTub.jpgAustralian 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.

Bulla FunTub 2.jpgOn average, Australians produce three million tonnes of plastic each year, but only 12% is recycled*. The Bulla FunTubBulla FunTub 3.jpg encourages the reuse of ice-cream tubsBulla FunTub 4.jpg throughout summer and aims to help spread the message of waste prevention, with less plastic containers ending up as landfill.

Says Andrew Noisette, head of marketing implementation, Bulla Family Dairy: “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.”

Says Ryan Petie, executive creative director, Publicis Worldwide: “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.

Client: Bulla Family Dairy

Head of Marketing Implementation: Andrew Noisette

Brand Manager: Alex Bulgin  

Agency: Publicis Worldwide

Executive Creative Director: Ryan Petie  

Senior Creative: Adam Ferrie  

Senior Creative: Peter Cvetkovski

Head of Art: David Schaak

Senior Creative: Kirsten Twigg

Creative: Kale Mcredmond  

Managing Director: Simone Waugh  

Account Manager: Zoe Young   

Head of Broadcast and Content: Vicki Lee

Producer: Britt Groom  

Editor: Ricky Marks

Manufacturer: Vacform, Melbourne