AURUM ANTIFREEZE ICE CREAM

Challenge

“Aurum” set out to introduce a special ice cream created for the 1000 km race. The goal was to merge two seemingly incompatible categories: ice cream and motorsport. The product was meant to become a kind of challenge for the consumer and to stand out boldly on shelves dominated by safe, “food-like” colors and familiar flavors.

Solution

We chose an unconventional, bold color direction—the contrast of black and cyan, more typical of the automotive world than the food category. This allowed the ice cream to stand out immediately in the crowded freezer environment. We turned the name AntiFreeze into a subtle play on words: visually hiding the word ANTI and leaving Freeze—a reference both to extreme cold and to automotive coolant associations. In doing so, we created a clear link to motorsport and reinforced the idea of a “flavor challenge.”

Results

The bold packaging successfully captured attention not only during the 1000 km race but also at points of sale. The product generated strong interest among automotive enthusiasts while also attracting a younger audience seeking distinctive, provocative flavor experiences.