Ice No Mi: The Secret Idol

Engine Film Tokyo

Advertiser: Ezaki Glico Co
Brand: Ice No Mi
Country: 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 alone would not be enough to recover the brand's fortunes.

So the creative work went beyond just advertising itself, to make the advertising for Ice No Mi a 'happening', or social phenomenon.

Strategy