Just the right amount of wrong.
We joined forces with the original alcohol ice cream in early 2023, on a mission to rapidly build a brand and a marketing engine to equal the incredible quality of this product and take advantage of a double digit global CAGR opportunity. In Q3 and Q4 we redesigned and relaunched the brand, tagline, packaging, naming architecture and communications, creating a brand that’s irresistible to our target.
Who can resist, Just the Right Amount of Wrong?
We found our audience and embraced cocktail culture.
We identified the Total Addressable Market and the high value Design Target audiences within it that we will focus on to source immediate volume and sustainable growth. Then we secured our leadership of the category by changing our name from Proof Alcohol Ice Cream to Proof Hard Ice Cream and modernizing our marks and identity system.
We seized the opportunity to create the world’s first Hard Ice Cream versions of the most beloved classic cocktails.
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Chocolate Espresso Martini
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Bourbon Caramel Old Fashioned
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New York Cheesecake Martini
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Tropical Piña Colada
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Chocolate Cherry Manhattan
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Strawberry Daiquiri Spritz
You know what? Turns out, there’s a whole bunch of people who love ice cream and also cocktails.
Our freezers got a fresh coat of paint.
And our pints got a glow up.
We’re spreading the word about hard ice cream, one pint at a time.
The best part about this work? There’s more to come. We’re continuing to push this brand to new heights with strategy and creative that’s just the right amount of wrong.
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