May 2016 │ USA

Popsicle

Popsicle was skirting close to losing its trademark. It had become so common to term any frozen treat on a stick as “a popsicle” that the brand had to actively claim its brand attributes: the name, the brand yellow and the shape.

The only brief from the brand each year was treated as a token checklist delivered on a tiny budget. They labelled themselves the "Original Summertime Treat" and that was that.

Yet everyone knows Popsicle, generations love it. So, we pro-actively changed the brief, making it an opportunity for Popsicle to act like the classic icon it actually is.

Always Summer
with Popsicle.