In Ukraine most of people do not trust ice-cream and milk producers. Its quality had been falling down drastically after golden soviet time standards. However there is a brand that has its own farms and can guarantee naturalness and freshness of its products. 'Hercules' is one of the top ice-cream brands in Ukraine.

In winter 2012-2013 we received a task to bring back consumers trust and to raise the awareness of the rational attribute of 'Hercules' as the most natural and creamy ice-cream in the country.

Creative solution started with a simple guess: If cows give milk in summer what do they give in winter? The answer was simple and surprising and the first ice-cream-giving cow was invented. It was engineered from scratch and looked 100% real, with ice-cream coming right out of it’s dug. Three cows spent 62 days on the streets and shopping malls of 5 biggest cities of Ukraine sharing ice-cream with everybody.

Cows which give ice-cream delivered the rational message — the most natural and creamy ice-cream — in a simple and extraordinary way.

The cow which gives ice-cream is a short-term technology for the off-season ice-cream promotion. However, it s now considered to be a point of sale technology in a long-term perspective. This means that the cows will continue delivering the message to consumers: “Hercules” is made from pure milk.

The ice-cream-giving cows became national heroes. Children were following cows around the city writing poems and singing songs to them.

During 62 days of promo they gave away almost 48,000 buckets of ice-cream, they traveled around for 16,000 kilometers and had been seen by almost 11,000,000 people.