When the pandemic hit Mexico, Elena's Helados had no choice but to close its stores. This put the brand in a tough situation as they don't have retail presence and depended almost entirely on in-store sales. And with the big brands on every supermarket shelf, our brand needed a way to truly stand out.

For that reason, the brief sought for an innovative way of activating Elena's digital and e-commerce channels and keeping customers engaged in order to keep the business moving.

Mexicans have a strong cultural relationship with passionate love stories, mainly because of the fact that we grew up watching soap operas, AKA "telenovelas"; generally characterized by melodrama, sentimentality, and chaotic romances.

This makes the Mexican audience connect very effectively with the tragic side of love.

At the same time, ice cream has been linked to heartbreaks for decades. People have always turned to ice cream while going through a breakup.

For that reason, we decided to create a special edition and divide it into the 5 emotional stages of greave to guide people through their healing process as they eat through the tub. So, on each stage we added a flavor that would help people feel better, prizes to deal with that specific emotion, advice, content, and even the possibility to seek professional help if necessary.

We used our traditional 1L tub and divided it into the 5 stages of greave. We didn't alter the material of the tub, but we added layered flavors on the inside to help people feel better during each stage thanks to the natural components of each of our artisanal ice cream flavors. We also added codes to the inside of the tub to be revealed as people eat through; each code could be entered on our website giving people the chance to win a prize.

We also linked the tub to our website by adding meaningful and useful content for people to explore as they progressed from stage to stage.

This way we created an interactive journey in which the product is permanently linked to our digital assets, managing to redefine the way we experience ice cream while constantly giving people reasons to feel better every step of the way.

The creation of this special edition transformed a regular ice cream tub into an amazing journey by adding consumer value to each and every stage, making people stay engaged during the whole process.

We incorporated a product innovation into the company's product portfolio that has become an asset that can be re-activated on special occasions like Valentine's Day, "Amor y Amistad", and others.

It also managed to keep the company in business during a difficult time and boosted its e-commerce sales to the point of making them its current main income source.

+230% website visits

First lot was sold out in the first week

+160% other ice cream flavor sales

+420% Social Media Mentions