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Luigi’s Real Italian Ice is one of the best selling frozen summer treats on the East Coast. With a product that is so delicious and fun, a campaign had to be made to match its energy. And how do you capture that energy in a campaign? By making up a new, silly phrase. Duh.
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With the campaign came spreading the word through social posts, video, and redesigned packaging. A “spoontaneous” world of illustrations created a cohesive image for the brand.
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Possibly the most exciting outcome of the campaign was the truly revolutionary creation of the mini-coozie. This is real innovation, people.