Parcel from the Future

FLOW COMMUNICATIONS:  Serhiy Kozlov — Creative Director Oleksandra Didkovska — Project Manager Anastasiia Yatsenko — Influencer Manager

Context. The Ukrainian ice cream market is one of the most seasonal FMCG categories: summer sales are 8–10 times higher than winter. February 2025, with daily blackouts and widespread uncertainty, created a double challenge: how to talk about summer ice cream in winter, when any commercial message could feel inappropriate? Insight. In summer, ice cream feels like a way to cool down; in winter, it feels like a reminder of summer. In uncertain times, people look for signs of the future. Ice cream can serve as such a sign — tangible proof that summer will come. Creative Idea. We created an “Ice Cream Fashion Week” — an exclusive winter preview of summer launches. Seventy influencers received mysterious “Parcels from the Future” with ice cream not yet on sale. No briefs. No scripts. Only an honest request to share their impressions. Execution. Minimalist boxes labeled “Parcel from the Future,” with a dry-ice effect, created a sense of time travel. Bloggers opened them on camera for the first time, becoming co-creators of the campaign rather than just participants. 90% agreed to a symbolic fee — they wanted to be part of the idea. Results. 16.9M views, 6.7% ER, +24.2% sales growth of the top-10 new products. Audiences started recognizing the parcels across different creators, turning them into a cultural signal. The campaign showed that creativity can turn seasonal limits into growth opportunities — even in the off-season.