McFlurry is supposed to be the coolest/youngest ice-cream ever.

But McDonald's France didn't communicate about it since 2000. And teenagers have changed quite a lot since 2000.

So, our challenge was simple: forget everything about the McFlurry, and re-create a real new sub-brand to re-conquer our millennial target.

We wanted to talk about our strongest USP: The McFlurry it’s more than 120 possible mixes, from the very classic to the most unexpected.

We looked at our young target and came with a simple idea:

This generation is a mix too: in 2019 you can listen to metal but wear colorful clothes, put joggings and be a hipster… So, you Dear, must find the perfect ice-cream for you.

Re-create a real new sub-brand to re-conquer our millennial target.

We did mix techniques, inspirations and musics to build a design centric but integrated campaign.

1 new identity, 4 unique packagings designed by illustrators, 10 super targeted Youtube pre-rolls, a partnership with Vice to create some cool branded content video about mixed creations, a design contest on snapchat where users could personalised their own cup, and dozen of social media assets.

Sales : +9,7%

Product memorization +13 pts

Brand Affinity : +12pts

Product preference : +8pts.

submissions on snapchat : + 8,000

36M media impressions

11M views.