Ice cream company Tip Top has pulled one of its challenges from its new promotional campaign after sparking significant backlash.

The company's latest campaign encourages Kiwis to try something new, of the 32 different messages printed on the sticks, one reads to "take a selfie with a stranger".

Tip Top is now removing the stick from their Popsicle range, and apologised.

AUT marketing expert Bodo Lang told Kate Hawkesby they've done the right thing.

He says the company jumped on the matter quickly once the complaints surfaced.

LISTEN ABOVE

Ice cream company Tip Top has pulled one of its challenges from its new promotional campaign after sparking significant backlash.
The company's latest campaign encourages Kiwis to try something new, of the 32 different messages printed on the sticks, one reads to "take a selfie with a stranger".
Tip Top is now removing the stick from their Popsicle range, and apologised.
AUT marketing expert Bodo Lang told Kate Hawkesby they've done the right thing.
He says the company jumped on the matter quickly once the complaints surfaced.
LISTEN ABOVE

A fresh and intelligent start to your day - catch the very latest international and domestic news developments, sport, entertainment and business on Early Edition with Ryan Bridge, on Newstalk ZB.

A fresh and intelligent start to your day - catch the very latest international and domestic news developments, sport, entertainment and business on Early Edition with Ryan Bridge, on Newstalk ZB.