Mentholatum LipCare & Kind Kones Serve Up A Twist of Pure Goodness With Limited-Edition Ice Cream
Working with social media agency Kingdom Digital, this is part of the lip care brand’s latest campaign to promote its Lip Pure lip balm range in Malaysia.
Mentholatum LipCare has teamed up with plant-based ice cream brand Kind Kones to roll out a new ice cream flavour in Malaysia. The special ice cream flavour Pure AvoBerry Crush, now available in all Kind Kones’ stores, was created using all-natural ingredients such as almond, avocado, and grape. These are common ingredients that can 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, the Lip Pure range is made from 100% finest food-grade ingredients, enhanced with essentials oil and Beeswax to provide hydration and nourishment for softer, smoother lips.
“When discussing with Kingdom Digital (our social media agency) how to educate customers about Lip Pure’s USP in a memorable way, they 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,” added Ellie Kok.
Ravena Hundal, Head of Marketing at Kind Kones expressed, “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.”
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.
Lui Xiao Yee, Head of Account Servicing at Kingdom Digital shared, “Our content strategy for Lip Pure will focus on communicating the food-grade ingredients and their benefits. We have a series of engaging executions planned for the Lip Pure campaign and these will be released on the brand’s Facebook and Instagram over the next few weeks.”
Customers are in for a treat as Mentholatum LipCare and Kind Kones are doing a joint promotion to celebrate the launch of Pure AvoBerry Crush.
By simply purchasing a Lip Pure lip balm (in-store or online), customers can redeem a free Kind Kones’ voucher by sending the receipt via a dedicated number on WhatsApp. Each voucher entitled them to use it in one of the following two ways:
- Redeem 1 FREE scoop Pure AvoBerry Crush in-store
- Get RM10 OFF with the purchase of 1 scoop Pure AvoBerry Crush online
For Kind Kones’ customers, those who buy 1 pint of Pure AvoBerry Crush and 1 pint of another flavour will get 1 FREE Lip Pure lip balm (either the Fragrance-Free OR Botanical Oils range). Additionally, all Kind Kones’ customers will also receive an RM2 OFF voucher that they can use to purchase any Mentholatum LipCare products (only redeemable at Guardian, Watsons and Caring). The promotions will end on 31st October, or while stock lasts. For the detailed terms & conditions, please visit https://bit.ly/MentholatumLipCarexKindKones.