Popsicle — Reclaiming the Original Popsicle Brand
As Popsicle’s name became shorthand for frozen treats everywhere, the brand’s distinct identity risked fading into generic category language. The work reclaimed Popsicle’s iconic yellow box and vibrant color palette, reestablishing the brand as playful, contemporary, and unmistakably its own.
That reset introduced the Kid Around Crew—Ace Cherry, Mandy Orange, and Popsicle Pete—original characters who became the face of the brand across music videos, contests, and even a Marvel comic, helping Popsicle reconnect with kids through culture, story, and fun.
I oversaw production and execution, coordinating character-driven content and cross-channel rollout to ensure the revitalized brand world landed with clarity and energy.
Partners:
Story Films | Marvel
Marvel Comic 
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