My/Mochi's First TV Ads Fly Its Quirky Flag, Telling Consumers to 'Melt Your Mouth's Mind'

Aggressive marketing follows growth year, pop culture spotlight for ice cream novelty category


Ice cream brand My/Mochi, continuing to flaunt its quirky personality, launches its most significant marketing campaign to date, including its first national television spots.

Heading into summer, the brand’s biggest sales season, the effort features three videos under the tagline, “Melt Your Mouth’s Mind,” that “articulate this playful, fun weird little moment” when consumers eat the pillowy, rice dough-covered treat, said Russell Barnett, My/Mochi’s managing director and CMO.

“It’s not just about the flavor—it’s the duality of texture and how it makes you feel,” Barnett said.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in