Popsicle is a warm-weather favorite for families all across America. While its frozen treats may be on everyone’s lips, the brand was lacking a cohesive web presence. Story developed a comprehensive digital approach to make popsicle even cooler and more relevant to consumers.

We initially teamed up with SmartyPants, a children’s agency, to assist with our consumer insights for the site design. We wanted to appeal to younger audiences while remaining relevant to parents. To achieve both these ends, we created a website that hosted separate pages for each group: The kids’ side had games incorporating Popsicle products for greater brand recognition, and the parents’ site offered nutrition and where-to-buy information to help them get the treat in their freezer — and into their children’s hands.

Through the “Slow the Melt” promotion with National Geographic, Popsicle educated families about the effects of global warming and the steps they could take to help. Popsicle even made the learning fun with a sweeps that gave users the chance to win one of three adventures: a dolphin dive, white-water rafting trip, or space camp visit.

Before Story, Popsicle had no active eCRM program established. We knew that a sound email campaign could help support their marketing effort. Maintaining the family-friendly tone of the Popsicle brand, we sent reminders directly to consumers’ inboxes to call them to action.