Insight: Parents give kids ice cream when they cry.
Strategy: ice cream becomes an extension of the first aid kit
Idea: an ice cream children associate with recovery after they are hurt so they calm down sooner.
Packaging
The ice cream will be vanilla flavoured and sugar free so parents will not feel guilty to choose us as the problem solver.
Prints
Kids cry for loads of reasons. To help parents relate, we position ourselves as the solution to these random outbursts.
Stunt
This book would be placed in the kids section of bookshops, yet intended for adults. it describes funny reasons to why children are crying.
