Rebel Ice Cream
Collier.Simon
Role: Lead Art Director
2022
The Challenge
Rebel Ice Cream wanted to disrupt the ice cream aisle with a bold promise: you don’t have to sacrifice indulgence to eat better. Their business goal was to increase household penetration and drive velocities, but the bigger ambition was to spark a “better-for-you” explosion in frozen treats. The challenge? Convince skeptical consumers — not just strict dieters, but everyday people looking to make healthier swaps — that no-sugar-added ice cream could still be decadent, creamy, and delicious.
The Approach
Working from Rebel’s brand guidelines and the campaign platform “Rebels Make It Right,” we designed a social-first creative strategy that merged education with attitude. We leaned into flavor and texture deep-dives, clear sugar-swap messaging, and real “Rebel Reviews” to build trust and excitement. Bold, high-contrast visuals and unapologetic copy became the backbone of the campaign, designed to stop the scroll and reinforce the idea that Rebel delivers on taste without compromise. We expanded the Rebel universe with playful graphics, attention-grabbing motion, and messaging that blended credibility with rebellion.
The Outcome
The launch campaign established Rebel Ice Cream as a fearless challenger in the frozen aisle. By reframing “better-for-you” as joyful and indulgent rather than restrictive, we helped Rebel capture attention, drive trial, and introduce themselves to a skeptical but curious audience. Social content cut through the noise, while the campaign’s layered pillars — from sugar swaps to flavor storytelling — positioned Rebel as both a credible innovator and a category disruptor. Rebel’s message was loud and clear: decadence doesn’t need sugar, and the future of ice cream is better-for-you and delicious.