Mochi ice cream brand Little Moons celebrated the arrival of its new sorbet range, Refreshos, serving up mochi bites from an Ice Cream Shop and Little Van From Another World on Saturday at Sydney’s Circular Quay.
Supercharging the launch of new Refreshos flavour, Pineapple & Mandarin, creative communications agency History Will Be Kind (HWBK) and production partner, The Park, created a fully functioning Ice Cream Shop and Little Van.
Set against the iconic backdrops of the Opera House and Harbour Bridge, the activation drove buzz on socials and attracted thousands of passersby who wanted a first taste of Little Moons’ latest little treat.
Since the brand launched in Australia 18 months ago, it has added $18.9M to Australia’s ice cream category.
Alongside the activation, HWBK built buzz and excitement for the brand and Refreshos across social, content, earned and influencer, tapping into key trends and personalities to drive brand love and awareness of the new range.
Little Moons head of marketing in UK & Ireland Anna Draper said it was awesome to see Sydney turn it on this weekend for the opening of its Ice Cream Shop From Another World.
"We had thousands of Sydneysiders enjoying our mochi bites and taking snaps in our adorable Little Van, while soaking up the sunshine," she said.
"Aussies are already eating one Little Moons every three seconds and with the launch of Refreshos, we’re hoping we can grow this number, and crack the top 10 ice cream brands in Australia in the not-too-distant future.”
HBWK group account director Lizzy Chadwick said the agency loved collaborating with Little Moons to bring to life a truly out of this world activation, working across creative, earned, influencer, social and content integration to celebrate the arrival of Refreshos.
"As Little Moons continues to grow in market, we’re stoked to continue our partnership, and can’t wait for the next innovation to hit Aussie shores," she said.
Available to buy now exclusively from Woolworths, Pineapple & Mandarin Refreshos mochi sorbet is vegan, gluten free, free from artificial flavourings, colourings, and preservatives and less than 60 calories per ball.
Credits:
Creative, earned and influencer strategy - History Will Be Kind
Event and activation management - The Park
Ice Cream Shop & Little Van creation - ArtvsCommerce
Client - Little Moons
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