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 IdeaWe got one of South Africa’s top young fashion designers to design a sun hat using something that we have a lot of – Nestle Ice Cream sticks. The hats were handed out at sporting events, beaches and at water adventure parks during peak summer holiday season.The ResultsCompared to figures of promotional activities at the same events last season, we saw an average per capita sales figure rise of 13% and exceeded our target by 115%.We received hundreds of phone calls and e-mails from people wanting to know where they can buy these hats. We even received a request from a national clothing distributor wanting to know if they can stock the hats.The hat was featured on more than 20 international trends and innovation websites and appeared in several major South African fashion publications.And, just like our product, our hats created thousands of smiles.