To set themselves up for the next phase of growth, the Pure Pops team approached ReWild to develop a creative brand platform including tone of voice and key messaging, and to demonstrate how it could come to life across OOH, social and video.

Partnering with creative studio St Jules, ReWild developed a strategy designed to inspire consumers to ‘Feel good about ice cream again’. The strategy came to life through the creative platform ‘Go You Good Thing’, a creative vehicle designed to celebrate Australians’ ability to get out and give life a go.

Building on its own heritage, Pure Pops celebrates achievement - big stuff. Small stuff. Any stuff. The brand is all about the simple act of having a crack. After all, that’s how Pure Pops was started and continues to operate. There’s no better ethos to shape the brand around: it’s frozen solid in who they are.