Our VMLY&R COMMERCE US and Mexico teams have picked up two Bronze awards for Elena’s at AdForum’s PHNX Awards. Both Heartbreak Ice Cream and the newest adaptation, Fan Heartbreak Ice Cream, have scored Bronze in the brand activation category.
When the pandemic hit Mexico in 2020, Elena’s Helados found it difficult to compete. With their stores closed and no large retail presence, they were unable to complete with big in-store brands. Searching for a way to stand out, they realized that many people turn to ice cream when going through a breakup, but the ice cream had never done much to help. Partnering with VMLY&R COMMERCE they introduced “Adios Amor Adios'', a special-edition ice cream pint featuring five strategically chosen flavors to coincide with the five emotional stages of a breakup: denial, anger, sadness, acceptance, and hope.
Their follow-up, Fan Heartbreak Ice Cream, transformed the traditional in-store sampling experience to offer customers some much needed football therapy. Similar to their special-edition breakup pint, these pints also included five scientifically selected flavors to help football fans deal with the five stages of grief. This ice cream not only allows customers to try multiple new flavors in a single tub, but by scanning the QR code they are led to a web experience offering content to help them through each stage of their healing process.
AdForum created the PHNX Awards in 2020 as a way of supporting our industry and proving that nothing can keep creativity down. Originally a one-off award, its success has evolved into an annual celebration of the resilience of creativity. Its aim is to celebrate the year’s best work in a spirit of generosity and optimism.