Task: Launch adult ice cream into the world’s largest market, where it was unknown.
Strategy: Don’t sell ice cream. Sell luxury, fashion, pleasure.
Global fashion icon Karl Lagerfeld directed three short films starring Rachel Bilson and MAGNUM, which premiered during the Tribeca Film Festival.
Became the number one U.S. Super Premium Stick brand and grew the category by 63%, owning over a third of it within four weeks.
Became the second-most successful Polyvore contest of 2011.
Generated 2.1 billion media impressions and over 75,000 placements in under one year.
Sold $74 million retail.
Strategy: Don’t sell ice cream. Sell luxury, fashion, pleasure.
Global fashion icon Karl Lagerfeld directed three short films starring Rachel Bilson and MAGNUM, which premiered during the Tribeca Film Festival.
Became the number one U.S. Super Premium Stick brand and grew the category by 63%, owning over a third of it within four weeks.
Became the second-most successful Polyvore contest of 2011.
Generated 2.1 billion media impressions and over 75,000 placements in under one year.
Sold $74 million retail.