It came to our attention that there were a considerable number of ice cream-lovers who have placed their favorite ice cream product in the freezer, only to experience the anguish of having it eaten by another member of their family. As a major maker of ice cream products, we were saddened to see that a product that was supposed to bring joy to the masses was creating such division. To mark the product's 50th anniversary, we decided to find a solution that would once and for all put an end to household ice cream theft.

We launched the product in stores across Japan, and simultaneously created a media narrative about the tragedy of household ice cream theft. To create public empathy for our cause, we also released data from our research indicating that this was not an uncommon incident.