Trash Talking Fury
Knocking out litter to launch Furiocity gum.
The brief
Get chins wagging about Iceland and Tyson Fury's range of gum.
The strategy
Unearth a problem with gum — litter — and position Tyson as the best man to clean it up.
The idea
Talking trash bins shaped like Fury's head, designed to encourage litterbugs to put their gum where it belongs — launched with a film of Tyson "trash-talking" offenders in a classic fly-on-the-wall prank.
The results
Over 1 million views from a single post on Tyson's X account. Coverage landed a punch in The Times, The Sun, Evening Standard, Daily Mail and TalkSport. The campaign resulted in a 24% sales uplift.
Credits
Client: Iceland + Furiocity
Agency: Weber Shandwick