CopingMechanism
At a glance
Featured project
The Fan Heartbreak Ice Cream
A five-stage healing journey across a single ice cream tub A special edition one-liter tub divided into the five emotional stages of football grief, with layered flavors, scientifically selected to help Mexican fans deal with each specific emotion. A product innovation that proved to be the most effective way to get customers to try, not one, but five different flavors they were probably missing out on before Gold Cup 2021. When scanning the tub, a dedicated website pairs up with each stage, with content to make fans feel better as they eat through the tub. +230% brand awareness +36% total sales increase +420% social media mentions
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