Play with it. Global.

Mix it, swirl it, suck it. Sticky, sweet, messy.

Nowadays, food can be taken so seriously. But even when ice cream goes gourmet, it's hard to keep the smile off your face when you eat it.

Opportunity: Leave good manners at home and let people to get messy. Let them play with their food.




From China to America, people do strange things with their ice cream;

In Beijing we ate corn flavored ice cream in the shape of a corn cob.
In USA we watched people smash cookies, nuts and fruit into their own personal mixtures.
In cinemas around the world people dip their cones into their popcorn bags.
In Singapore the locals love ice cream sandwiched between slices of colorful bread.

Truth: Ice cream breaks all the food rules.