It’s always
summer with


Making summer’s icon look iconic

Popsicle has been a staple of summer for more than 100 years. Everyone knows Popsicle, everyone loves it. And that was part of its problem; people were calling any frozen treat on a stick a “popsicle,” and the name had become diluted through widespread generic use.

Story saw an opportunity to help Popsicle reclaim its brand name and start acting like an icon. We refreshed the brand, making use of rich visual cues, such as its distinctive bright yellow box and wide range of colorful flavors.

Looking to summer moments that are as simple and timeless as the Popsicle brand itself, we created a world of endless summer fun across TVC, print and digital channels and restored the brand to its rightful iconic status.

  • Campaign Idea & Activation
  • TV
  • Site Design

If you want to be an iconic brand, act like an icon.

The Results


Increase In Time Spent
on Popsicle’s Homepage


Lower Bounce Rate
after redesign


Increase in Organic Traffic

© Story Worldwide, LLC