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.

We used our traditional 1L tub and divided it into the 5 stages of greave. So, 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 customers' emotions, managing to redefine the way they have experienced ice cream, and constantly giving them reasons to feel better every step of the way.