Block’s latest marketing campaign for the low-sugar ice cream brand Denada showcases the company’s refreshed branding, new product formulations, and the tagline, “Indulge: More, Sugar: Less.” The campaign focuses on an out-of-home (OOH) advertising strategy, combining bold visuals and a playful twist.
Mark Braddock, founder and creative strategy director of Block, highlighted the unique approach, describing the campaign as speaking to a modern audience with shorter attention spans. “If the out-of-home renaissance is a throwback to a more refined advertising age, then this campaign speaks to an attention-deficit generation that wants it all, all at once—just with less sugar,” Braddock explained.
Denada’s Jayde Taylor expressed enthusiasm for Block’s concept, emphasizing the use of every inch of space available. “We loved Block’s idea of doing more—or everything—with the space we had. Billboards are big, attention spans are small—so why not give people as much as they can possibly handle as they drive by? After all, we paid for every square centimetre—we’re going to use them,” Taylor said.
The campaign features photography by Melle Branson, paired with fantasy-style montages that highlight Denada’s founding team—Charlotte Haygarth, Jayde Taylor, and Sophie Lawrence.
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