# Melting Designer Desserts The Kapiti Ad Campaign is Appetizing on So Many Levels By Meghan Young | Published 2009-12-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kapiti-ad-campaign References: [fubiz.net](http://www.fubiz.net/2009/12/10/kapiti-campaign/) & [colensobbdo.co.nz](http://www.colensobbdo.co.nz/) Trend Hunter has come across so many liquefied creations that I’m not surprised the Kapiti Ad Campaign has embraced the concept as well. Vastly appealing, they also make it appetizing by centering the melting concept around [ice cream](https://www.trendhunter.com/trends/the-alchemist-by-jdo). One word—yum. Created by Colenso BBDO New Zealand with some help from Charles Howells, the Kapiti Ad Campaign is definitely eye-catching. Who doesn’t need [high-end desserts](https://www.trendhunter.com/trends/godiva-x-labubu) once in a while? ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 73% | Activity: 66% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Liquefied Creations:** Using liquefied creations to enhance product appeal can disrupt traditional advertising methods. - **Melting Concepts:** Incorporating melting concepts, like melting ice cream, into advertising can generate increased interest and engagement. - **High-end Desserts:** The promotion of high-end desserts could inspire new niche markets and disrupt traditional dessert offerings. ### Who This Affects Most - **Food Advertising:** Using creative advertising concepts, like liquefied creations and melting concepts, can disrupt traditional food advertising techniques. - **Luxury Desserts:** Increasing promotion of high-end desserts could disrupt traditional dessert offerings and inspire new niche markets. - **Marketing and Branding:** Innovative marketing campaigns and branding strategies that incorporate unique and unexpected concepts, like melting ice cream, can grab consumer attention and disrupt industry norms. ## Related on Trend Hunter - [Sound-Focused Ice Cream Ads](https://www.trendhunter.com/trends/magnum-ice-cream-ads.md) - [Carefree Ice Cream Campaigns](https://www.trendhunter.com/trends/hagendazs-x-pierre-herm-campaign.md) - [AI-Powered Gelato Packaging](https://www.trendhunter.com/trends/sweet-cheeks-1.md) - [Upside Down Ice Creams](https://www.trendhunter.com/trends/vice-versa.md) - [Ice Cream-Inspired Campaigns](https://www.trendhunter.com/trends/dairy-queen-canada.md) - [Deluxe Mini Frozen Treats](https://www.trendhunter.com/trends/carte-dor-products.md) - [CPG-Inspired Ice Creams](https://www.trendhunter.com/trends/the-ice-cream-project-anya-hindmarch.md) - [Beaded Ice Cream Cups](https://www.trendhunter.com/trends/mini-melts.md) - [Ice Cream-Inspired Superbowl Campaigns](https://www.trendhunter.com/trends/nicefrank.md)