Ice No Mi: The Secret Idol
Engine Film Tokyo
Advertiser: Ezaki Glico CoBrand: Ice No MiCountry: Japan
Objectives
25 years have passed since Ezaki Glico's fruit gelato ice cream, "Ice No Mi", went on sale in Japan. Now, the frozen dessert market is extremely competitive. With new products constantly released by competitors, "Ice No Mi" had nothing new to say and struggled with a severe decrease in sales and market presence.
Therefore, a key objective for the brand was to reverse this steep decline in sales. However, since its downturn in revenue was so severe, advertising...