No more screaming for ice cream
Sensodyne wanted to launch their new, global brand positioning “Life is too short for sensitivity” with a bang. Tooth sensitivity can be solved simply by switching toothpaste, so why miss out on your favorite treats?
We surveyed six markets in the Nordics and Benelux and found that four out of 10 consumers regularly avoided certain food and drinks due to sensitive teeth. At the top of the list? Delicious ice cream.
We hired a molecular gastronomist and professional chef and invented Coldish: the world’s first lukewarm, non-melting ice cream – free from twinges and other cold discomforts and edible to all (even vegans).
Life is too short for sensitivity
Launched from our touring, 1950s-style ice cream truck and supported by PR, digital and influencer collaborations, we handed out 6,500 Coldish lollipops (and toothpaste) to consumers at sunny summer events across European cities.