• Based on an old yet very popular American proverbial phrase which conveys optimism towards different situations in life.
• Something that wouldn’t necessarily sound good in the beginning, seems to be a great opportunity in the end.
• And yet it can be done’ tone
• Humour blended with the positive surprise element support
  the informative part about a healthy organic product

INSIGHT

Young parents care about healthy products and want their children to have the best, while they appreciate alternative solutions

CONCEPT

The concept is based on the old American proverbial phrase ‘When life gives you lemons, make lemonade’ which conveys optimism towards different situations in life. Something that wouldn’t necessarily sound good in the beginning, seems to be a great opportunity in the end. In our case, ice cream made of goat milk may seem strange or not suitable in the first place, but we are here to provide evidence that the product will surprise the consumers positively as it turns out to be healthier and tastier than ice creams made of cow milk. More than that it is an organic product, which enhances the healthy identity of the new ice cream.

Young parents care about healthy products and want their children to have the best; ice creams are more related to junk food that traditionally children are discouraged to have, rather than something healthy and nourishing. This correlation is about to change. Alternative food ideas ought to be communicated in an alternative way, and humour blended with the surprise element might do it, while the informative part needs also to support a communication that needs to persuade the consumer to try a new product.

A few words about the design. Although the protagonist here is the copy and the visual is just supportive, colours used highlight the brand identity, but also the extensive use of white and creamy tones enhance the sense of purity and freshness. The goat balancing on top of the ice cream stick frames the ΄and yet it can be done’ tonality of the campaign.