Nick's
Launching a Swedish Favorite in America
Nick's is a better-for-you ice cream and bars brand from Sweden. As they entered the U.S. market, Meaningful Works supported their marketing efforts, including the design of high-impact landing pages for ongoing product launches. These pages were crafted to educate customers, highlight key value propositions, tell the brand story, and drive purchases. The work also supported exclusive flavor launches in partnership with DJ Zedd and Minecraft.
Project Type
Landing Page Designs
Role
Senior UX/UI Designer
Agency
Meaningful Works
Industry
Food & Beverage / CPG
The Challenge
Nick's needed to win over U.S. shoppers who default to skepticism around "better-for-you" claims, the assumption that healthier usually means less delicious. As a new entrant launching product after product in a crowded ice cream category, each landing page had only a few seconds to educate a visitor on why Nick's was different (low net carbs, high protein, no added sugar) and still convince them it tasted just as good as anything else in the freezer aisle, all while converting that visit into a purchase.
Our Approach
Research
Before every new product launch, we ran a competitive audit to see how the category was positioning similar claims and where the messaging opportunities were, then moved into inspiration gathering, wireframes, and high-fidelity design.
Key Decisions
Led with functional callouts placed prominently so shoppers could evaluate the product at a glance.
Balanced nutrition messaging with indulgent photography
Wove in Nick's Swedish origin story to build credibility and differentiation for a new brand entering a crowded U.S. market.
Designed each landing page individually rather than off a single template, including two collaboration launches with Zedd and Minecraft that needed distinct creative treatments tied to those partnerships.
Outcome
Powered Nick's entire U.S. market entry with a continuous cadence of product launch pages, educating shoppers on Nick's better-for-you positioning and driving purchases at every launch.
