May is Mental Health Awareness Month, and to encourage easily accessible therapy Rula teamed up with Van Leeuwen to sell a limited edition “ice cream flavor” - Therapy in a Pint. It’s not even real ice cream, just a slip of paper for a free therapy session on Rula! Because ice cream may help you regulate your emotions in the moment, but therapy can help regulate them in the long run.

We launched at select locations in stores for NYC, LA, and Philly - where Therapy in a Pint will be available all through the month of May. On launch day, we also brought in a special Rula x Van Leeuwen Ice Cream Truck to celebrate the start on Mental Health Awareness Month, and captured fun quick-turn social content with customers.