A key focus was placed on the fact that eating ice cream functions to lower body temperature. The question was posed of whether eating ice cream to help ride out the summer heat, and thereby avoiding full-blown air-conditioner use, could contribute to preventing global warming. This tuned into the consumer insight that dealing on the level of one’s own body is far easier to viscerally grasp than thinking on a planetary scale.

Based on this concept, an inquiry-format promotion was devised within the framework concept of, “Saving the Planet with Ice Cream.”

The unique query of “can ice cream really save the world” generated a solid response, thereby leading to success as a promotion structured to generate keen attention and newsworthy interest. The initial sales velocity generated by this effort worked out to a 1.5 fold increase over the previous year.