Lemonata
- Brand
- Dolce & Gabbana
- Year
- 2018
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Puzzle
- Platform
- App
- Agency
- Goodkids
Objective
Dolce&Gabbana Beauty needed to launch a limited-edition flanker, Light Blue Italian Zest, across 30 markets at once and give shoppers a reason to engage with it that felt bodily rather than abstract — trading the usual 'fresh citrus' pitch for the sensation of an Italian lemonade. The game doubled as a bridge between the digital campaign and the counter, steering each player toward a specific fragrance recommendation and a social asset built from their own result.
Solution
The game opens with an invitation to escape the midday heat by playing to unlock refreshing lemonade recipes. A timer starts, and the player swipes across the screen slicing as many fruits as they can before it runs out — on a laptop trackpad online, or with a finger on the counter iPad in store. When time's up, the score converts into a personal lemonade recipe, a shareable card for social media, and a fragrance recommendation from the Light Blue line matched to how the round went. At the beauty counter, that same session continued offline: a consultant handed over a straw, walked the shopper to a display of scents in big lemonade jars, and let them take the finished recipe home as a souvenir.
Results
The game ran online and at point-of-sale across 30 markets worldwide.
- 1
The game opens on a title screen in the fragrance's yellow-and-blue palette, inviting the player to escape the midday heat and play to unlock refreshing lemonade recipes; a single button starts the round.
- 2
Players face a timed fruit-slicing round: lemons and other citrus fly across the screen and the goal is to slice as many as possible before time runs out, controlled by finger swipes on mobile and tablet or cursor movement on desktop.
- 3
Each slice triggers cutting animation and sound — splashes and flying wedges — with the interface reacting to every gesture.
- 4
When time expires, the player sees a score based on the number of fruits sliced.
- 5
The score unlocks a lemonade recipe tied to the result; in the in-store version, this recipe is handed to the player as a physical take-home souvenir.
- 6
Players also receive a personalized image generated for social media, ready to post to their own profile.
- 7
The session ends on a final screen recommending a specific scent from the Light Blue Italian Zest line, chosen based on the player's results, with a link through to the product.
- 8
In retail locations, a beauty consultant hands the visitor a personalized straw and directs them to a podium where the scents are displayed in large jars; an iPad there runs the same game, letting the visitor play and collect their own recipe in person.
