In China, the world's largest ice cream market with a market size of 78 billion Yuan, Guangdong, a region that accounts for a market share of 20 percent, is a key player.

5Rams has always been the leading brand in the Guangdong ice cream market. But as the region’s economic development slowed in recent years, 5Rams suffered a similar fate. For 50 years, 5Rams has been a symbol of Guangdong identity, something residents of the province have grown up with and loved since childhood.

But this history was making 5Rams an ageing brand, and it faced negative growth from 2012 to 2014. Meanwhile, competitors invested heavily in media and endorsers, winning over younger fans and gaining market share.

5Rams launched a new product in 2017 – 5Rams Tasty Cone. It wasn’t enough, as sales continued to fall. A total shift in 5Rams communications was needed to save the entire brand.

The theme of a Reimagined Guangdong came to life across multiple platforms that activated all senses. The creative work featured local icons expressed with a twist.

Central to the idea was a 30 second commercial. The spot depicted the sensory enjoyment that comes with every bite of the 5Rams Tasty Cone. In it, our protagonist is taken into an ice cream wonderland filled with reimagined Guangdong icons as she immerses herself in the magical exuberance of a lively Guangdong city.

Our on-ground event in Guangzhou took our consumers on a sensorial journey where they saw, heard, smelt, touched and tasted the sensorial enjoyment of a reimagined Guangdong.

Our social platforms encouraged people to see their beloved Guangdong with fresh eyes, and of course, fall back in love with 5Rams.

The theme of reimagination guided the creative process to inspire pride in our audience and got them to reconnect with 5Rams.