The Dress-Up Ice Cream.

We separated Pino’s ice cream part and chocolate shell apart.

We used Pino’s making process; Pino is created by dipping vanilla ice drops into warm chocolate sauce (38 degrees Celsius), solidifying the chocolate in just a few seconds. With drops of ice creams and chocolate sauce, visitors can easily make Pino from the first step. Visitors can put a make-up on Pino by putting marshmallow and their favorite toppings.

From above steps, Pino become one item of self expression.

For teenagers to experience this new way of enjoying Pino, we have opened a popped-up store in Harajuku,

the center of Japanese Kawaii culture. Visitors can dress up Pino by putting their favorite toppings on them.

The decorated Pino becomes an unique copy of themselves, which created a strong bond between the

teenagers and the decorated Pinos.

About 1,000 people had visited the café with only 36 seats per day. Total 50,000 people had visited the café

in two months. Most of the visitors were teenagers, our prime target.

The teenagers took photo of decorated Pino as copies of themselves. It became a hot topic on SNS.

Hearing the news, mass media covered the event in many occasions.

The total publicity effect summed up to 421,000,000 JPY (About 3,935,000 USD).

As a result, Pino became one hot topic around Japan, and its dropping sales had risen dramatically. Its summer sales had recorded 112% compared to that of last year.

And in 2015, its annual sales had recorded the highest in its history!