The challenge
Calippo has always been more than a frozen treat.
A world famous tube-shaped icon of ultra-refreshment. Somewhere between a popsicle and a soda, it had always embodied spontaneity, colour, and carefree enjoyment. But over time, its expression lost consistency and cultural sharpness.
The insight
We started from the ritual.
Who does leave the last bit of a Calippo? You always squeeze, lick, eat and drink what remains until the very end. We wanted to turn this ritual into a reminder to enjoy life fully, until the very last sip
The idea
Squeeze the Day.
Guided by our new ultra-refreshing call to action, we created a distinctive and flexible system that captures Calippo’s irreverent spirit while resonating with a new generation.
At its core stands a bold new icon: a tongue-out gesture to boredom, turned into the ultimate symbol of refreshment.
The new icon is the epicenter of Calippo's unreplaceable splash, which we carefully reworked by turning what was looking like a tunnel crash into something bolder and shelf-aware.
The result
Launched within a portfolio in strong growth, the project tapped into renewed demand for refreshing, impulse-driven formats. Across Europe, summer brands like Calippo delivered strong seasonal performance, confirming the brand’s continued relevance and its ability to connect with a new generation.
Calippo has always been more than a frozen treat.
A world famous tube-shaped icon of ultra-refreshment. Somewhere between a popsicle and a soda, it had always embodied spontaneity, colour, and carefree enjoyment. But over time, its expression lost consistency and cultural sharpness.
The insight
We started from the ritual.
Who does leave the last bit of a Calippo? You always squeeze, lick, eat and drink what remains until the very end. We wanted to turn this ritual into a reminder to enjoy life fully, until the very last sip
The idea
Squeeze the Day.
Guided by our new ultra-refreshing call to action, we created a distinctive and flexible system that captures Calippo’s irreverent spirit while resonating with a new generation.
At its core stands a bold new icon: a tongue-out gesture to boredom, turned into the ultimate symbol of refreshment.
The new icon is the epicenter of Calippo's unreplaceable splash, which we carefully reworked by turning what was looking like a tunnel crash into something bolder and shelf-aware.
The result
Launched within a portfolio in strong growth, the project tapped into renewed demand for refreshing, impulse-driven formats. Across Europe, summer brands like Calippo delivered strong seasonal performance, confirming the brand’s continued relevance and its ability to connect with a new generation.
CREDITS
CLient: THE MAGNUM ICE CREAM COMPANY
Agency: Design bridge and partners
CREATIVE DIRECTOR: FABIO MILITO
STRATEGY DIRECTOR: BIAN JENSEN, ALICIA MITCHELL
DESIGN DIRECTOR: ASHLEIGH LAMBERT
SENIOR DESIGNER: CHRISTINA VOUTETAKI
CLient: THE MAGNUM ICE CREAM COMPANY
Agency: Design bridge and partners
CREATIVE DIRECTOR: FABIO MILITO
STRATEGY DIRECTOR: BIAN JENSEN, ALICIA MITCHELL
DESIGN DIRECTOR: ASHLEIGH LAMBERT
SENIOR DESIGNER: CHRISTINA VOUTETAKI
