We decided to tackle the problem by renewing the product's packaging—but how does one make something delicious look completely unappealing? That's when we hit upon the idea of mimics—creatures in the natural world that camouflage themselves to avoid being eaten by prey. We decided to renew the product's packaging to one that disguised it as an ice pack. Not only are ice packs inedible and inconspicuous, they are also ubiquitous in the freezers of Japanese households, as they are given to customers for free by supermarkets and other stores.

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.

Sales of the product had plateaued over the last several years, but the new packaging helped sales triple. The product was widely covered in TV and print media and also became a trending topic online. It was also featured in a magazine article on the year's biggest trending products. Social media users started a trend of sharing photographs of their mimic ice creams sitting safely in freezers, which helped deepen the narrative of the product being so delicious that people can't help but steal it.