During Dubai Summer Surprises, malls go crazy with raffles, discounts and other conventional promotional tactics to catch people’s attention. City Centre Deira, one of the biggest malls in Dubai doesn’t want to be unnoticed.

While other malls give away cars, cash and even gold bars, City Centre Deira took a different turn and made everyone feel like a winner. We created “The Taste of Victory” - an ice cream with blends of ingredients that evoke a sense of victory. We partnered with a specialist in techno-emotional cuisine from Basque Culinary School in Spain to create a recipe with ingredients that boost serotonin and dopamine. In partnership with Jelly Belly, this ice cream was distributed in our mall during the summer sale season.