We collaborated with Premier Is to bring Underground Ice Cream, a beloved Danish ice cream brand from the 1970s, back to life. Our mission: reintroduce the iconic brand to today’s young adults (ages 18–30) by fusing its nostalgic roots with modern appeal. The project included a complete refresh of packaging design and a campaign designed to plant Underground Ice Cream firmly back into the cultural landscape.
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Packaging redesign
Brand repositioning strategy
Digital and social media campaign
Sampling activation (100,000 free tasting opportunities)
Creative content (video, digital ads)
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Vision
Underground Ice Cream stood for bold flavor and Danish heritage. Our vision was to preserve that retro charm while reimagining the brand as the go-to choice for flavor-conscious, calorie-savvy millennials. We wanted to give it a vibrant, relevant facelift—without losing its original soul.
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Strategic Objectives
Reconnect with heritage: Lean into Underground Ice Cream’s authentic Danish legacy to evoke nostalgia and brand loyalty.
Appeal to young adults: Position the product as both fun and guilt-free, delivering rich taste with fewer calories.
Drive trial: Motivate first-time buyers through widespread sampling to reignite awareness and incentivize purchase.
Stand out on shelves: Use bold design to differentiate within the ice cream category and capture attention.
Key Strategic Initiatives
Vibrant packaging redesign
TBWA introduced a colorful new look for Underground Ice Cream, elevating its on-shelf presence while preserving its vintage identity. The updated design aimed to feel both retro and modern—appealing directly to younger consumers.Nostalgia meets wellness messaging
The campaign adopted the slogan “Kept Cool Since 1977,” blending historical credibility with a promise of modern-day indulgence—“Big taste. Low kcal.” It spoke directly to an audience that doesn’t want to compromise flavor for health.Sampling as re-entry activation
To spark trial and generate buzz, TBWA orchestrated 100,000 free tastings to rekindle consumer connection and invite rediscovery of the brand.
Digital-first campaign roll-out
TBWA rolled out the revamped branding and visual identity across social and digital channels beginning in April 2021, maintaining momentum over the months following launch.
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By reviving Underground Ice Cream with a colorful redesign, playful messaging, and strategic sampling, we successfully elevated it from nostalgic classic to modern favorite. The Wavemaker campaign reintroduced the brand to a young, health-conscious audience—without sacrificing its heritage. Underground Ice Cream emerged refreshed, relevant, and ready for today’s freezers—and future freezers—for many more summers to come.
