Pom mochi ice cream brand, Little Moons, has launched in Australia and has sold 54,000 units in its first week.
History Will Be Kind (HWBK) developed and executed a launch campaign that leveraged the brand’s viral status in the UK whilst also tapping into Aussie’s love for ice cream.
HWBK took an integrated approach to drive buzz and trial across experiential, earned, influencer, social, and content, resulting in multi-millions in retail sales value in the first two weeks of launch with no other advertising activity in play.
Hero activity included branding a vintage ice cream truck and visiting key media houses in Sydney, followed by consumer sampling and branded merchandise giveaway at the North Bondi Surf Life Saving Club.
With more than 2.7 million views on TikTok to date, influencers were also engaged through History Makers – HWBK’s influencer offering – on a paid and contra basis to get visitors down to the Bondi activation and develop taste-test content.
The consumer-facing activity was underpinned with brand storytelling, leveraging Little Moons co-founder Howard Wong for a series of profile pieces in key business and finance and trade outlets including the AFR.
“We know Australia is a nation of ice cream lovers but we never dreamed the launch would go as well as it has! Little Moons’ popularity stems largely from its uniqueness – delicious, bite sized treats, perfect for any occasion that offer the familiarity of ice-cream with a soft and chewy layer of mochi,” said Wong.
“Whilst the brand is well established in the UK and Europe, Australia is a whole new world so we looked to HWBK’s creative and strategic thinking to conceptualise and execute the launch. We’ve been really pleased with the outcome, which has helped us to meet and exceed our sales goals at launch. We can’t wait to launch more flavours into market in 2023”. ”
