For Streets Golden Gaytime, there’s been very little change since it was first introduced in 1959, but now the brand is revisiting the ads that brought the ice cream to Australians attention in the 1980s.

There have been about 25 different flavours of th ice cream since its launch in 1959. The current and most successful one is the ‘Golden’ Gaytime, which was launched in the summer of 1970. Past flavours have included Strawberry Shortcake, Caramel Nut, King Chocolate, Raspberry Rough, Choc Orange, Cassata Roma, Devil’s Food (chocolate) and Turkish Delight.

It’s been over 10 years since Gaytime’s TV ads have appeared but following a trial in Queensland, Streets has brought back its retro ads for a Golden Gaytime campaign, spanning digital and free-to-air media.

Andrea Martens, Streets marketing director, believes the response from the Queensland trial proved to them that Aussies have a soft spot for Gaytime.

“We know ice-cream lovers don’t like you messing with something that’s already great, so we decided to bring back these fabulously cheesy ads from the 80s and once more have some fun with Gaytime. We tested the response to the ads in Queensland and were overwhelmed by the result – a 36% uplift in sales in just over five weeks,” explains Martens.

The first of the 30-second TVCs will be launched on free-to-air TV on the 15 March and will feature in Facebook (with the help of Spiral Media) and YouTube.