A Campaign to Melt Away
Communication Strategy
Social Media
Content Creation
Lena Keck
Visual Designer
Victoria Kozich
Visual Designer
Andreas Obenaus
Creative Concepter & Copywriter
Stefanie Schönlieb
Account Director
Pirulo has long been one of the most popular ice cream brands in Austria with flavours such as sparkling cactus and watermelon on a stick. Nevertheless, people still tend to reach for water ice mainly in summer. Associations with outdoor swimming pools, childhood and holidays are nice, but Pirulo wants to be more: a low-calorie snack for adults that is fun - and that is exactly what our campaign was intended to convey.
Water ice is firmly anchored in people's minds as a summer sweet.
Popsicles immediately evoke associations: Outdoor pool, childhood, summer holidays. These images are deeply engraved in our memories - and this is precisely where the challenge lies. Because as much as we love these nostalgic moments, they also restrict the product. Ice cream is unconsciously pigeonholed: as a ‘reward for children’, a ‘summer treat’, a ‘holiday sweet’.
Yet the product has evolved - and so have our habits. Today, ice cream on a stick can be more: a conscious snack in everyday life, a moment of pleasure for adults, light, low in calories and without a guilty conscience. The communicative challenge is therefore to break up this firmly anchored image - without losing the emotional value of the childhood memory.
Free the Fun: Old habits, new contexts of use for our target group.
Our aim was to open up new contexts of use for ice cream flavours and thus activate a new target group. That's why it was important to us to place the Pirulo posters at strategic touchpoints that pick up Austrians in their daily lives. In doing so, we are breaking with associations with swimming pools and childhood and shifting ice cream into everyday life.
The constant on our subjects is the claim. However, ‘Free the Fun’ is much more than just a slogan. It is a call to action, an invitation to take fun and memories from childhood and integrate them into everyday adult life. This change of perspective means that ice cream is no longer seen as a sweet exception, but as a conscious indulgence and expression of freedom.
