Banners urge you to 'Follow the taste of summer' and announce 'The meltdown is coming'. Once on the microsite, you enter a highly stylised summer landscape - the illustration style of which is reminiscent of Honda's 'Change' campaign, but none the worse for that. In the middle of it all, is a freezer full of blocks of ice containing 'cool Italian prizes' such as a Vespa or pair of shoes.
The visitor is invited to guess how long the blocks will take to melt once the freezer is switched off. Easy-to-find clues are hidden around the site to help you, and searching for them leads you to further product messages.
The site has a light feel to it and is very easy on the eye. It is also easy to navigate, but it does have one dead end - 'this way' and 'that way' buttons remain visible when there is nothing to go to.
I don't think it is a site that will have you glued to your screen, but it is gently persuasive, and I suspect it will garner many return visits, if only to keep an eye on the 'Ice-Cam' that shows the blocks as they melt.
If only Costa could fix the real weather, it would sell an iceberg-worth of Frescato.