McDonald’s wanted to create a huge buzz ahead of their iced coffee launch. So we began with a tease campaign designed to prepare world for its frosty introduction.

Travel mugs that read, “Piping Cold” were frozen inside 50-pound ice blocks and placed throughout the city. Signage frozen above the mugs read, “Cold is Coming.” As the blocs melted, people passing by we able to take the mug as a souvenir.

Before launch, items throughout the city were wrapped in knit sweater material with signage that read “Cold is Coming” along with the McDonald’s logo.

We even took the tease into the stores with signage and employees wearing knit gloves with the “Cold is Coming” messaging.