Have an AICE day
Established in 2015, AICE rapidly gained a strong position in Indonesia’s ice cream market, supported by consistent positive sales growth. Three years later, the brand aimed to develop a new umbrella campaign to further strengthen its market presence and foster a closer emotional connection with consumers.
Our agency introduced the brand philosophy “Have an AICE Day,” positioning AICE as a brand that brings happiness and cheerfulness to people’s everyday lives. This philosophy became both the core brand message and its official slogan, supported by the relatable and engaging tagline #AICEinAja.
For the first time, AICE introduced several versions of TV commercials under the new campaign direction. One of the key challenges was to educate Indonesian consumers on the correct pronunciation of the brand name — “ais,” not “a-i-c-e” or “ai-ce.”
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As the official sponsor of the 2018 Asian Games, AICE leveraged this national moment to gain widespread public attention and strengthen brand awareness. In addition, a dedicated Ramadan campaign extended the message of joy and togetherness, reinforcing AICE’s image as a brand that brings happiness to every occasion.
Agency: Y&R Indonesia
Year: 2018
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