ICEE Arabia

Objective: To hammer the tagline “Coldest Treat in Town” and make ICEE every youth’s go-to slushy drink

Solution: We proposed a strategy centered around the term 'brain freeze' to help the target audience see ICEE as more than just a slushy for it delivers a uniquely cool sensation as compared to other drinks. We introduced the audience to various flavors and tapped into trends to create relatable, engaging content that resonated with them, all while reinforcing the connection between ICEE and coolness (both to how it makes one feel and the overall vibe of it)

My contribution: I single-handedly developed the entire content strategy, establishing a new foundation for the brand's visual direction and tone of voice.

A few of the examples: