THE FAN HEARTBREAK ICE CREAM | Elena’s
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In 2021, after Mexico lost the Gold Cup final to the USA, Elena’s, a local ice cream brand with a limited budget, sought to boost sales amid plateauing market share. To create a viral sampling campaign without significant media spending, we aimed to drive trial of multiple flavors, increase household penetration, create new ice cream occasions, and enhance share of voice.
Our innovative solution was in-store sampling disguised as football therapy. We developed the first-ever Elena’s 5-flavor ice cream, representing the five stages of grief: soothing vanilla for denial, calming matcha for anger, uplifting chocolate for sadness, anti-inflammatory red berries for acceptance, and phytoestrogen-rich mango for hope
Case Film
