Reclaiming a category originator from generic trappings
The Original Brand, Popsicle, has been the go-to frozen ice treat for decades. So long, in fact, that the word “popsicle” was often used as a generic term to refer to upstart competitive products. Our mission was to reclaim Popsicle's category ownership
character creation, music videos, animation, online gaming, user-created content, events, social & online content, campaign, radio, e-mail, point of purchase, package design
POPSICLE:
We reclaimed Popsicle's yellow box and trademark vibrant color pallet, and proceeded to make the brand cool and engaging for kids again.
Next we created the Kid Around Crew - Ace Cherry, Mandy Orange and Popsicle Pete - who went on to star in music videos, online contests, website comics, before partnering with Marvel to become super heroes, starring in their very own Marvel comic books.
