The mint and gum category had established a conventional formula: pop the mint, get the girl. They were trying to sell confidence. But in consumer research, we learned our user already has confidence. How do you talk to a confident consumer? Prove that confidence without action is meaningless. We communicated that Ice Breakers’ invigorating cooling crystals are the icy boost you need to transform confidence into action. Our goal was to move Icebreakers FROM: A Cause & Effect Brand TO: A Shared Spirit Brand through TV, Social and Digital.
