Most Indulgent Ice Cream Sold Out Within Two Months of Launch
Wall’s Malaysia was set to launch Carte D’Or, a brand-new premium ice cream range from France. The in-home category for the ice cream market has been highly competitive, particularly during the pandemic. We were asked as the lead agency to conceptualize, plan and execute a campaign to launch and position Carte D’Or as the most indulgent ice cream in the market, as well as drive consideration and conversions.
We conceptualized #IndulgenceInEverySpoon to emphasize the brand’s luxurious positioning. In this saturated market, key to distinguishing ourselves from the competitors was in the experience of the product.
We did so by making #IndulgenceInEverySpoon synonymous with eating your ice cream with the spoon upside down so the ice cream touches the tongue first for utmost satisfaction. Without global TVC or assets to use, we worked with influencers to curate content that would highlight this. See some of the content Alicia Tan, Lee Xuan, and Lucas Lau.
We also designed the PR Kit – a 3D French Pâtisserie that opens to the range of Carte D’Or ice creams as well as desserts for the perfect high-tea experience. We also designed the brand and campaign’s key visuals as well as social media assets.
In sustenance, we emphasized Carte D’Or’s ability to elevate dessert experiences. In partnership with a Local French Patisserie – Xiao by Crustz, we curated a series of limited-edition indulgent desserts paired with the Carte D’Or ice cream range for Malaysians to enjoy.
- The Carte D’Or range of ice creams were so well-received that they were sold-out completely within the first 2 months of launch!
- Across print and online publications, we earned 32 quality coverage (PR value of RM309,699.00) while 45 publications posted social media shoutouts (10.6mil in reach) for the brand and product.
- Xiao by Crustz sold 60 sets of the Carte D’Or limited-edition dessert in the first two weeks of sales and the desserts were completely sold out by the third week.
- We put out 6 social media creatives and they have garnered >22k organic engagements.
