GoSlo

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.

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Complication

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.

Solution

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.

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