Fropia Ice Cream

FROM THE BRIEF REPOSITION THE ICE CREAM CATEGORY BY CHALLENGING THE STATUS QUO TO BECOME HAAGEN DAZS FOR THE MASSES. ICE CREAM HAS BECOME ORDINARY. IT HAS LOST ITS INDULGENCE, ITS SPECIAL COVETED ROLE IN PEOPLE’'S LIVES. PEOPLE DO NOT CRAVE FOR ICE CREAM ANYMORE. THEY HAVE LOST THE YEARNING, THE DESIRE, THE WANTING BIG IDEA: THERE IS A PLACE WHERE ME AND MY NEEDS COME FIRST. WHERE THERE IS ROOM FOR SHEER MAGIC TO HAPPEN. THE PLACE IS FROPIA. IT’S WHERE HAPPINESS LIVES.