Most marketers will tell you the same thing: Don’t make your product look like poop. Poop and any synonym for the word are etched into the public consciousness as a way to describe something as awful—there’s no way it could sell products—except for maybe the Squatty Potty. The fact is that sometimes the best marketing efforts are those that fly in the face of rationality and turn heads. 

That is the case of the newest Burger King ice cream flavor, Poop Emoji. It is literally an ice cream designed to look like poop, though the reason may surprise you.

The launch of this ice cream by Burger King Brazil intends to inform the public of the brand’s commitment to the removal of artificial ingredients. The brand effort is effective in spreading its message through a design that is impossible to ignore. Now we leave it to you, would you eat Poop Emoji Ice Cream?