Repositioning of Coolish, a popular Japanese frozen dessert known for its unique “drinkable soft-serve” format. While the product has been highly successful in Japan, its initial introduction in the U.S. delivered limited market performance. Lotte engaged KitchenTown to help localize the branding, messaging, and positioning to better resonate with U.S. consumers.

• To identify the most compelling positioning, messaging, and package design for Coolish in the U.S. market, ensuring the product’s unique format and experience were clearly communicated and differentiated within the competitive frozen dessert category.

• Although Coolish is widely recognized in Japan, the squeezable pouch and drinkable frozen dessert format were unfamiliar to many U.S. consumers. The original brand messaging did not clearly communicate the product’s benefits or usage occasion in a way that translated effectively in the U.S. retail environment. The challenge was to clarify the product concept, define a compelling consumption occasion, and adapt the brand story to better align with U.S. consumer expectations within the competitive frozen dessert category.