Mentholatum LipCare serves up new ice cream flavour to push lip balm

Mentholatum LipCare has teamed up with plant-based ice-cream brand Kind Kones to roll out a new ice cream flavour, Pure AvoBerry Crush, in Malaysia. The ice cream is part of the brand's latest campaign to promote its Lip Pure lip balm range, and the ingredients used in the flavour such as almond, avocado, and grape can also be found in Lip Pure's lip balms and Kind Kones' desserts. 

Mentholatum LipCare and Kind Kones aim to spotlight natural ingredients through this collaboration, as both brands do not use any preservatives, fragrances, or colourants in their products as well as the creation of the ice cream.

According to Ellie Kok, brand manager of Mentholatum LipCare at Rohto-Mentholatum Malaysia, Kingdom Digital proposed the idea of working with Kind Kones to create a unique ice cream flavour based on the ingredients used in making the lip balms. "We loved the concept, as it allows our customers to taste the freshness and pure goodness that come from the natural ingredients associated with the lip balms,” Kok said.

While Kok declined to comment on the partnership's monetary value, she explained that the Lip Pure range is all about helping consumers achieve healthy, hydrated lips, and Kind Kones is known for providing healthy, all-natural ice creams that are as delicious. "We see them as the perfect partner for this campaign to help bring out the goodness of the lip balms in a tasty way," she added. The brand hopes to raise awareness and encourage trial for the Lip Pure range. 

To drive awareness about the campaign and promote the ice cream, Kingdom Digital will also be supporting the campaign with social media content, KOL content direction, and creative development. This includes a snap, draw and win mini-contest that will be rolled out later this month.

Ravena Hundal, head of marketing at Kind Kones said, “We are excited to partner with Mentholatum LipCare to bring more awareness about natural ingredients, as we are passionate about building a more health-conscious community. We had so much fun working with the brand and the agency during the flavour R&D process, as we get to try different combinations that we have yet to explore." It will also run in-store and online promotions to allow consumers to redeem one free scoop of Pure AvoBerry Crush and get RM10 off with the purchase of one scoop of the new ice cream flavour online. 

Power up your PR and communications efforts today with A+M's PR Asia Week on 1 and 2 December. Learn ways to build an evidence-based practice, up the ante on your strategies, and be head and shoulders above your competition. Click here to register today!