The media team worked together with the creative team to generate insights into what kind of ads they could create to drive the desired interaction. By studying different materials and executions, they decided to turn the ad itself into a prop to be used during the “drinking with friends at home” occasion. That’s how we introduced the first ad ever to become an ice tray. We printed it in a special plastic that could be detached from the magazine, filled with water and taken into a fridge to create ice cubes that would be perfect for a tall glass of Montila Esquente.

In Brazilian’s heat, there’s no such a thing as too much ice. The novelty and innovation of the ad attracted people’s attentions not just to Montilla Esquente, but also to Montilla’s main brand. Pernod Ricard got an opportunity to engage with a younger audience and develop a stronger connection with this target employing a strategy that was extremely relevant to an aging brand in an emerging market. It was a perfect kickstart for bigger and bolder investments in media and product development.