THE PROBLEM
McDonald's aimed to launch its Orange Cream Pop Shake during a summer crowded with similar flavours. The challenge was to capture Gen Z’s attention, grow dessert market share, and stand out in an oversaturated market. 

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THE STRATEGY
Orange Cream flavours evoke strong feelings of summer and nostalgia, a sentiment many brands have used to market similar products. Instead of following this familiar path, we created a campaign uniquely McDonald's, tapping into the brand’s role as the backdrop for countless first dates.

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THE IDEA
Building on this, we invited fans to fall in love again—with the Orange Cream Pop Shake. We framed the shake as the ultimate “summer fling,” tapping into the excitement and romance of summer love.

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To bring this idea to life, we developed a multi-faceted approach. Social media posts cleverly tapped into viral trends, reimagining them to highlight the shake as the perfect summer crush. We also included a playful nod to dating shows, positioning the shake as the season’s most desirable fling. These timely, relatable moments ensured the campaign stayed fresh and resonated with Gen Z. 

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Further amplifying the campaign impact, we partnered with the growing online book community to launch an original novella. Each week, a new chapter of this lighthearted summer romance was released, turning the shake into a central character. This episodic storytelling format kept fans hooked, creating anticipation and driving engagement. 

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THE RESULTS

• This campaign far exceeded expectations, generating over 53K engagements and 560K impressions, with a positive sentiment rate of 91%.

• Sales—surpassed projections by an outstanding 400x in just the first week. 

• Beyond the numbers, the campaign  grew McDonald’s dessert market share and solidified the Orange Cream Pop Shake as the ultimate summer fling, sparking conversation that resonated across platforms and deepened the brand's connection with Gen Z.