Rebel Ice Cream
EARNED MEDIA: AdAge Article
The ice cream aisle is full of brands shouting joy. So we took a different route — we made people sad. By creating The World’s Saddest Ice Cream Campaign, we gave audiences a dose of melancholy just so Rebel could be the thing that makes it all better.
Targeting Sadness
To make our upbeat message feel even brighter, we placed it where optimism was in short supply. We targetted DMVs, bail bond offices, urgent cares, mechanic shops and traffic-jam-heavy areas. We even targeted people listening to sad songs on Spotify.
