Bulla has reinvented the classic ice-cream tub and turned it into a sandcastle maker.

A limited edition world-first product design, the Bulla FunTub was first released over summer and was designed by Publicis Worldwide, part of the Publicis Groupe, alongside Bulla.

On average, Australians produce three million tonnes of plastic each year, but only 12 per cent is recycled.

The Bulla FunTub encourages the reuse of ice-cream tubs throughout summer and aims to help spread the message of waste prevention, with less plastic containers ending up as landfill.

Bulla head of marketing implementation Andrew Noisette said: “The Bulla FunTub is what Bulla is all about – unfakeable family moments and great tasting ice-cream.

“We’re proud of our 107-year heritage, but we still like to innovate and give Australian families new ways to connect and enjoy time together”.

Publicis Worldwide ECD Ryan Petie said: “This is a beautifully simple idea that connects the pure joy of eating ice-cream with the pure joy of building sandcastles with your kids.

“Being able to spread the message about reducing landfill while eating ice-cream also makes the idea very special”.

Bulla FunTubs have initially launched as a limited-edition release for Bulla fans on Facebook.