Arctic Zero Fit Frozen Campaign 2017

Our official task: launch a campaign to increase word of mouth for an existing first to market product. Our unofficial task: market a not-really-ice-cream ice cream to people who didn’t know they even had ice cream options - all while competitors were hot on their heels. Our Solution: create hyper-targeted social content that leans into the white space competitors weren’t even thinking of approaching.

To do this, we produced out of the box video content that resonated with our various consumer targets. Then we took our content and pushed it into the world with paid media. The results? That prized shelf placement in Target ever baby brand dreams of, a 93% increase in ad recall, a 75% increase in Brand favorability, and a 65% increase in purchase consideration. And for us - a Telly.

Consumer Target One: The Struggler

These Zero Sweat videos helped convey the message that arctic zero is low calorie you don’t have to break a sweat to burn off a serving.

Consumer Target Two: The Balancer

These ingredient focused videos helped consumers understand that the stuff inside the pint is actually stuff you can find in nature - not ethanol alcohols or low calorie chemical combos.

Multi-Target: The Balancer, The Struggler, The Fitness Fanatic

These fun animated quote cards help introduce the low calorie promise of Arctic Zero in a playful, feed stopping way. Art direction by me, killer animations by Montana rucobo.

Target Three: The Fitness Fanatic

One of the tougher targets to crack is the calorie counting, ab-selfie snapping Fitness Fanatic. To tap into their competitive spirit, we created the worlds first pint eating competition and got fitness and dance influencers to participate and crush a pint as fast as they could. A little healthy competition never hurt anyone.

The Fitness Fanatic is also known to be into the latest way to shred. So we created a spoof informercial as a comedic way in to the minds of consumers, using satire and absurdity to bring awareness to our low calorie dessert.

Introducing Arctic Zero

Arctic Zero asked for an anthem video to help re-introduce the brand to fit people and strugglers alike. So, we gave them a manifesto they could stand behind and an anthem video that hit all the sweet spots. 

role: pitch, concept, art direction, set design, copywriting