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The Unilever ice cream brand Paddle Pop has a lead team based in Asia responsible for creating the master assets that each of their over 25 markets localize, to make regionally relevant to consumers across different cultures and languages. The Paddle Pop brand, targeted at kids around 8-12, had a number of brand assets including a rich story line of animated characters Paddle Pop, a lion, and his friends and foes that appear in branded movies, TV series and advertisements.

As Paddle Pop grew into a stronger and truly global brand, the team realized that they needed to find more cost effective ways to support their markets in reaching their increasingly digital consumers while still growing the branded entertainment aspect that sets them apart from competitors. Paddle Pop had seen other global brands such Disney and Lego using the Internet and asked us to help them explore how digital could help them also.

We brought together a global team including advertising, marketing and technology experts and after researching the market trends, facilitated workshops with Paddle Pop to collectively map their digital future.

Contributors:

Executive Creative Director:	James Burchill
Associate Creative Director:	Christian William Teniswood
Strategy:	Greg Boullin, Freddie Laker
Designer:	Khairul Lamin
Account Director:	Tyler Munoz
Project Manger:	Yogita Sood, Daissy Vicuna
Project Manager:	Lissa Robinson
Technical Director:	Saurabh Garg
Information Architect:	Sonica Singh

SAPIENTNITRO

Location: USA