Chinese New Year is the most important festival in Chinese culture, marking the start of the lunar calendar. Each year is represented by one of the 12 Chinese zodiac animals—2024 being the Year of the Dragon. The holiday is celebrated with family reunions, festive meals, and the exchange of gifts, typically snacks and other food items that symbolize prosperity and good fortune.

However, ice cream has never been seen as an appropriate gift, despite Baskin-Robbins’ Variety Pack offering a shareable mix of flavors. It lacked the cultural significance that traditionally influences Chinese New Year gifting practices. 

To shift this perception, TBWA\Kuala Lumpur reimagined the Variety Pack as The Loong Pack, transforming it into a symbol of good fortune by designing it to resemble a mythological Chinese dragon. Each flavor was paired with a unique blessing, aligning it with traditional New Year well-wishes. By embedding cultural meaning into the product, TBWA\Kuala Lumpur successfully positioned ice cream as an auspicious gift—making it a welcomed part of Chinese New Year festivities.