An all new slow indulgence.
FanMilk (Danone) was launching a new premium ice-cream in Nigeria that would compete with global indulgence brands that were already established in the market.
In Nigeria, life is lived in the fast lane. Driven by cutthroat competition for opportunities, people need to double-down to be able to compete. But this leads to an unhealthy and low quality of life.
We resolved to sell a better, more rewarding, and satisfying way of life, not an ice-cream. From the name, to the pay-off line, and an integrated campaign that demonstrated the art of slowing down, we launched Go Slo Premium Ice Cream as a brand that allows Nigerians to live an emotionally healthier life.