Centered on “active leisure meets sweet reward,” the campaign balanced the joy of ice cream with the energy of an active lifestyle:

• Healthy Indulgence: Highlighting “90 calories, zero sugar, 6g protein” in a way that felt aspirational, not clinical.

• Playful Contexts: Poolside pops, tennis-court still lifes, and hands reaching in for the spoon captured the carefree moments that make fitness fun.

• Vibrant Color Story: Bright pastels (lilac blueberry, coral chocolate, sky-blue cotton candy) against lush greens and pool blues reinforced the product’s lighthearted spirit.