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Ice Breakers wanted a #breakthrough way to appeal to millennials who were in need of an extra dose of confidence. Luckily, these mints had superpowers built right in to the product. We showed how Ice Breakers is the extra icy boost of confidence you need in wavering moments.
Using our unicorn as a symbol of your inner confidence, this campaign captured moments of unsureness turning into success. Like stepping out in the middle of a dance circle to shake your thang when. Or responding to your crush’s text––in person. Or going places you never even fathomed you could go because your feet were submerged in giant cement block shoes for no reason whatsoever.
Ice Breakers became the #1 refreshment brand in the marketplace. Specifically, the “Cement Shoes” spot experienced benchmark crushing results, garnering 10.12% engagement which was 5.25% over the average for the quarter.