The BriefWe know that the more we remind people of ice cream the more they buy ice cream. We were briefed to create a promotional item that will make Nestle Ice Cream top-of-mind (no pun intended, we swear) during the summer holiday season.

The Final Design:We must be honest - by the time we briefed the 11th fashion designer we were convinced it's not possible to make a comfortable yet attractive sun hat from ice-cream sticks.Also, very importantly, we had to have a design that would be easy to mass-produce. And all of the other designs were so intricate that it wouldn't have been financially viable to make thousands.The breakthrough came when the designer chose to use string instead of glue to hold the sticks together.

Three hundred mum shoppers were observed at point-of sale. On average each one of them spent 54 seconds at our freezers. That’s more than double the average time spent before our promotion.Without exception, mothers smiled when they saw our promotion and realised what it was about. Our promotion made mothers do what our product was designed to do. And it convinced them that we really understand them.And lastly, and probably most importantly, sales went up. Participating supermarkets saw a 9% increase in sales. And in this category, 9% is huge.