This idea taps into an intrinsic product insight (eating ice cream directly from the tub when going through a breakup) and turns it into a consumer experience with a 5-stage journey, providing the right flavor for every stage, rewards, meaningful content, advice, and more.

A special edition that constitutes a brand experience by itself; An experience where the product is strongly linked to our digital assets for the whole journey, creating a brand experience that not only lasts for days but for weeks.

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.

People always turn to ice cream when going through a breakup. But, ice cream has never done much to actually make this painful process a bit more bearable.

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.

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.

How could we link Mexico's strong connection with chaotic love stories with this unique and surprisingly unexplored product insight?

The campaign had a duration of 1 month and was implemented all across our digital, social, and e-commerce channels on a county-wide scale.

A social campaign was implemented, mainly to drive traffic to our website where people were able to both purchase and actively interact with the site as they progressed through the ice cream tub.

Through the landing page, we activated online sales covering nation-wide shipping. Also, code redemption was made available for customers to enter their codes. And of course, the site was also divided into the 5 emotional stages of greave to allocate meaningful content for each stage to keep people engaged during the whole journey. Making this a brand experience that lasted for weeks.

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