Heartbreak Ice Cream

  • Design

Wherever there's a broken heart, there's ice cream.

The Challenge

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.

The Idea

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.  

Growth
  • +230% website visits
  • +160% other ice cream flavor sales
  • +420 social media mentions
  • First lot sold out in the first week