dairy free your mind
90% of people that try So Delicious Dairy-Free ice cream said they would buy it next time they were at the store.
So our goal? Create a campaign to get as many people to taste our ice cream as possible.
With our target being Zillenials, we set up an activation at Lollapalooza to drive sampling, integrated a personality quiz to determine which flavor consumers would like best, and created illustrated videos with custom music paired with each flavor—all to prove they don’t just need to free their mind—but to dairy free it.
the pint of no return
Results don’t lie. Once you try So Delicious ice cream, it’s impossible to go back. So we created an activation at Lollapalooza that activated all the senses called the Pint of No Return—where fans took a journey to the coldest depths of an ice cream pint. See the integrated experience below 👇
To enter, we sent users through a fake elevator that used hydraulics to give the sensation of going down, while also emitting fresh ice cream scents. Then, they can stop by the Scoop Shop to get a free tasting or the Delicious Drip cart to get their free swag.
Enter the Scoopiverse to take our personality quiz with out-of-this world questions to determine your ideal flavor. Then chill out in our ice cream freezer for a photo op with our infinity pint wall.
After you take the quiz, create a short video with music we custom made to fit the flavor you are. And if you’re like me, you can also show off how bad at dancing you are.
Once you’ve cooled off, say goodbye to dairy as you exit. You won’t miss it.
flavor personality videos
At the end of the quiz in the Scoopiverse, we showed a video that gave them a “horoscoop” based on what flavor personality they were. Then we took them through an animated journey of what it feels like to take a bite of that flavor.
We partnered with OkMotion for these slightly trippy, drippy animations, and Made Music for custom tracks for each flavor.
horoscoops personality quiz
Eating ice cream says a lot about who you are. So we set up a quiz that uses all your senses to tell you what flavor personality you fall into. In the end, it would tell you your “horoscoop” based on your personality, and you’d automatically be entered into a lottery to win tickets to Lollapalooza. Check out the quiz down below, or take one for yourself here.
We partnered with Made Music to create custom music tracks for each of our flavor personalities. Instead of choosing an expected genre for each flavor, we challenged them to create vibes for what it feels like to taste each flavor. So instead of vanilla meaning tropical / steel drums, vanilla was light, airy, carefree—like you were walking on clouds.
Each answer throughout the quiz corresponded to a personality flavor, with these describing what it feels like to enter the world of each flavor.
We zoomed into the textures in our ice cream and asked users to pick one based purely on their gut feeling.
In each of the videos we show at the end of the quiz, these animals make a cameo in their corresponding flavor personalities.
Taking inspiration from a Rorschach Inkblot Test, we made made our own using “melted ice cream” shapes.
