This is a Challenger Ice Cream mock pitch theorised and designed by Martina Lebron for EatBigFish. Eatbigfish is a global strategic brand consultancy specialising in Challenger brands and businesses.

Tasked to challenge the U.K. Ice Cream industry among a sea of alikeness between most brands, Martina came up with Exhale. Exhale challenges category conventions of Ice Cream being solely for happy people who are constantly on holiday. After noticing the unrealistic and ignorant experience most brands were selling, Exhale decided to flip the convention to an experience that was more relatable and humane, Stress. With CBD-infused Ice Cream to calm anxiety and increase focus, Exhale has given a need to purchase Ice Cream products that go beyond indulgence. With stress as a relatable sentiment in today’s unprecedented times, Exhale is advertised as an alternative treat with CBD that satisfies Cortisol cravings.

To further promote this brand, Exhale makes available 24-hour vending machines to satisfy anytime cravings and fill in the gaps of work hour availabilities. For the people who didn’t know they were going to be stressed tonight, the vending machines are aimed to be located in Uni Accommodations, libraries, workspaces and other 24-hour institutions.