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myfabland

Service

Experiential

Brand

Fab Ice Lolly

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The Brief

While spontaneous brand awareness remained high, Fab  were felt to be losing relevance with young families. The brand was increasingly perceived as nostalgic and retro and, for some, dated rather than fun and relevant for today’s children.

Our challenge was to re-inject fun into the brand, shifting perceptions to restore relevance and signal a more modern, playful identity.

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The Activation

#myfabland

A giant, family-friendly playground pop-up toured the UK across 10 destinations throughout the summer. We adopted a blended approach, targeting family events and festivals alongside high footfall city centre locations, close to the point of purchase.

The activation heroed all the iconic elements of the Fab ice lolly. Its three iconic layers, sprinkles, chocolate coating and real strawberry fruit juice each woven throughout the experience.

Supersized slides. Ball pits. Exploding confetti cannons. A larger-than-life lolly orchard. Our team brought “Where there’s Fab, there’s fun” to life in the most playful, immersive way possible.

Visitors uploaded photos whilst at #fabland for a FREE Fab beachball or flipflops and all parents received a MOC.

The Result
40,000
Engagements
5.5M
Digital Reach
13.2%
Sales Uplift