Yili’s Gemice ice cream has partnered with Tencent Foundation and the China Small Animal Protection Association (CSAPA) to launch the “Protect the Tail Plan”—a summer campaign focused on helping stray animals stay cool. As part of the effort, Gemice is donating cooling pads and recently hosted an offline event at FamilyMart stores in Shanghai, where they set up shaded “pet parking spots” for animals needing a break from the heat.
To bring more attention to the campaign, Gemice introduced Money’s Vlog, a short video told from the point of view of Money, a city dog in Shanghai. Through humorous, human-like expressions such as “Oh dear, all this running is making my legs thinner” and “Can we find a place to rest?”, the vlog captures the exhaustion and vulnerability stray animals face during the hot summer months—helping viewers connect with the issue on a personal level.
In contrast, the shaded, cool “pet parking” areas at FamilyMart stores offer a clear solution, highlighting how small efforts can make a big difference. The brand also subtly integrates Gemice ice cream into the scene, letting audiences absorb the product message naturally while focusing on pet welfare.
With this campaign, Gemice brings pet care to life both online and offline. The creative use of a “pet ambassador” strengthens the emotional connection between the brand and its audience while tying Gemice to summer refreshment and community responsibility.