The concept is simple but powerful: after brushing their teeth with elmex Sensitive Professional, participants wait one minute… then bite into an ice cream. The result? No wincing – the toothpaste immediately reduces tooth sensitivity, even in contact with extreme cold.
This playful, hands-on demonstration successfully brought the product benefit to life, while drawing strong foot traffic in a busy urban setting. The experience was also designed with social media in mind, featuring an eye-catching setup and natural content-sharing moments.
The Ice Cream Challenge is part of a broader roadshow strategy. The activation was developed as a modular, mobile experience, ready to travel across France — and potentially beyond — to meet new audiences where they are.
Cominvader managed the project end-to-end: from concept and production to staffing, logistics, and on-site coordination. The structure is easy to assemble and dismantle, making it ideal for urban centers, train stations, or high-traffic commercial areas.
This activation is a strong example of experiential marketing done right: smart, engaging, and aligned with the product’s core benefit. For elmex, it’s an opportunity to build product trust and increase brand love. For Cominvader, it showcases expertise in mobile activations, sensory marketing, and high-impact roadshows.
Next stop? The Ice Cream Challenge might be popping up in a city near you soon 😉
Projects
Stand out from the crowd by offering unique experiences that people will remember for a long time.
