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 didn't have retail presence and depended almost entirely on in-store sales. And with the big brands on every supermarket shelf, Elena's needed a way to truly stand out.
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. Until now. We introduced a new product - the 1L pint 'Adios Amor Adios'. The special edition ice cream pint features five delicious flavor profiles strategically layered to match the five emotional stages of a breakup - Denial, Anger, Sadness, Acceptance, Hope. And to make the painful process a bit more bearable, codes were assigned to every layer driving a unique digital experience and prizes.
- +230% website visits
- +160% other ice cream flavor sales
- +420 social media mentions
- First lot sold out in the first week