A Wisconsin ice cream company went viral on Tuesday when a picture of its work van was posted on Reddit.
Perhaps the most intriguing part of the picture is the lengthy advertisement that is placed on the side of the work van.
Chocolate Shoppe Ice Cream could have followed in the footsteps of many other commercial vans within the food services industry – including its own competitors – by using that highly visible space to market their top-selling products and pricing.
However, this Wisconsin ice cream company decided to do something completely different.
As seen in the picture, the 52-year-old company used the space to provide consumers with a brutally honest disclaimer offering full disclosure about the nutritional side of its ice cream.
The opening line of the “disclaimer” is pretty standard and what the average consumer would expect to read on a Wisconsin ice cream van.
“Nutritional Information: Don’t even ask. This is the best ice cream made in Wisconsin.”
When explaining exactly why they offer the “best ice cream” in the state, Chocolate Ice Shoppe crosses the line between honesty and brutal honesty by listing the ingredients and other key details.
“It tastes so good because it has gobs of rich Wisconsin cream, tons of real ingredients for boat-loads of luscious flavors. That means it’s not low-fat, low-calorie or low-anything and that’s why everyone loves it.”
To put the icing on the cake (or rather the cherry on the ice cream sundae), this Wisconsin ice cream company made sure that it hit the mark with its closing statement – just in case consumers may have missed the main point of its marketing message.
“You want nutrition, eat carrots.”
From the advertising on its work van as well as the company’s official website, it is apparently obvious that this type of brutal honesty pleases the consumers and critics of Chocolate Shoppe Ice Cream. Perhaps it is that brutal honesty that has allowed this company to stay in business for well over five decades.
— Kim Schechter (@kbills62) November 27, 2014
#wcw reflecting on a night of good food with a great friend!! @ The Chocolate Shoppe Ice Cream http://t.co/EK5Bf2tzvP
— Kathleen McCarrick (@Kgmccarrick) October 29, 2014
What do you think about the marketing tactics of this Wisconsin ice cream company?
[Image Credit: Reddit]