Bringing new cool to a traditional family favourite

The Challenge

Reposition Fab as a modern brand

This brand experience case study shows how i2i created a truly memorable, fun & engaging experience to show kids that ‘where there’s Fab, there’s fun’.

Fab is one of the UK’s top selling ice lollies.

However, it was losing relevance amongst young families and starting to be seen as old school. This brand experience case study shows how i2i needed to reposition Fab as a modern brand and show kids that ‘where there’s Fab, there’s fun’.

The Idea

#fabland!

Giant Fab playground offering supersized fun for kids!

We took #fabland on a UK tour throughout the summer to a mix of family events and holiday destinations. Each location supported #fabland via their social channels, local radio and
local news coverage, creating a real local buzz.

Stacey Soloman was our Fab Brand Ambassador adding a celebrity dimension. She personally selected the different #fabland activities with the help of her sons, posting it all on her social channels. We also created a launch event on London’s Southbank, attended by Stacy and a number of other local social influencers.

The experience included exploding confetti sprinkles, huge 5ft lolly orchard, ball pit moats and 3 supersized fab slides inside a giant dome.

Visitors uploaded photos whilst at #fabland for a FREE Fab beachball or flipflops and all parents received a MOC.

The Result

40,000

Live interactions

1.6 M

Social reach

5.5 M

Impressions on social

380,000

reach through Influencer channels