SUNDAE BODY: WALMART LAUNCH — Creative Direction, Brand Activation Assets, Marketing Campaign Assets

Taking an Australian Cult-Favourite to 1,800 Walmart Stores: A Full-Scale US Brand Activation.

A full-scale US brand activation for Sundae Body, featuring art direction, social strategy, and immersive event design.

PROJECT SERVICES

★ Ongoing Design Retainer

Three women holding skincare bottles with a colorful background and text that reads, 'Sundae Served at Walmart'.

THE CONTEXT

Sundae Body is an Australian brand that’s tired of body wash feeling like a "chore." They make it a treat with their signature whipped shower foams.

THE CHALLENGE

Launching 10 SKUs into 1,800 Walmart stores across the USA is no small feat. The mission was to translate the brand’s fun, irreverent Aussie ethos for a brand new US audience, ensuring they stood out on the crowded shelves of the world’s biggest retailer.

PHASE 1: BUILDING THE HYPE

The "Pre-Launch" Tease

Before the product hit the shelves, we needed to get the US audience curious. We developed a "Teaser Period" strategy that utilised mysterious, playful visuals to spark conversation without giving the game away immediately.

Three smartphone screens displaying Instagram posts. The first shows a blue and white crossword puzzle with rainbows and clouds. The second shows a hand holding a shopping basket with pastel-colored items inside. The third shows a textured surface with the yellow sunburst logo and the word "sundae" written in blue.
The image is a solid light purple background with puzzles shuffling into the image.

PHASE 2: LAUNCH TIME

The Digital Launch Campaign

To announce the Walmart partnership, we needed visuals that felt as fresh as the product itself. We moved away from only standard product shots and created a high-energy digital campaign that emphasised texture, colour, and the "satisfying" nature of the whipped foam.

A laptop on a gray couch displaying an online advertisement for a shower spray product with colorful bottles and fresh fruits, promoting fun showers at Walmart.

PHASE 3: BRAND ACTIVATION

The "Sundae Served Diner" Experience

To celebrate the launch, Sundae transformed a classic diner into the "Sundae Served Diner," a retro-inspired, immersive pop-up in Los Angeles. Every touchpoint, from the menu design, merchandise to the signage, was branded to create an Instagrammable moment for influencers and press.

A yellow doormat with pink text saying 'Step into a world of DREAD' placed on a speckled tile floor near a white wall and a yellow rope barrier.
A sidewalk sign outside a diner advertising that they serve sundaes, with a window displaying a humorous quote about sundaes.
Display of colorful thermoses on a white shelving unit in front of a mosaic tile wall with a pink neon sign reading 'Sundae Served Diner.'
People working behind a coffee shop counter, with cups and coffee machines, in a coffee shop decorated with art on the wall.
Person holding a sundae cup with whipped cream in front of a display case of ice cream flavors and signs showing different dessert options like vanilla milkshake and waffles.
Assorted boxed baked goods, two apple pies on glass shelf, paper coffee cups with lids, and colorful whipped cream bottles on a wooden display counter.
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