Based on the insight the campaign emphasizes on the amazement and the surprising fact of the target group when they can enjoy an ice cream which is healthier that the common one. Thus, the concept is based on a situation of people eating ice cream, which is brain freeze.
Brain freeze is the pain that many people experience while eating ice cream, as well as it can be characterized as the situation when a person cannot think clearly or remember something. So, despite the reference of ice cream through the first interpretation, brain freeze highlights the surprise of eating an organic ice cream made with goat milk, so the brain has frozen and cannot think clearly.
