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Stella Iberia is a brand that manufactures ingredients for ice creams. Their bases, syrups and toppings are in many of the cones and tubs that are consumed every day. This role entails a sweet responsibility: when deciding in each year. In 2018 Stella decided to base the renewal of its catalog on objective data, and for this a survey was carried out among the clients of its clients. Our mission was to help carry out the consultation to all participating ice cream parlors throughout the high season, from the creative concept to the production of the pieces and the dissemination of the resulting report.
What does the perfect ice cream taste like?
The best thing about an ice cream is not just its flavor, it is to enjoy it at a time and in a special place. But how to transmit that mixture of sensations? To achieve this, we propose a series of synesthesias that connect the explosion of flavors of an ice cream with experiences in which we enjoy them. The perfect ice cream does not taste like strawberries or mangoes, tastes like a sunset on the beach, or an afternoon in the pool. And such a special moment is expressed in turn through the flavors we enjoy with ice cream. This association allowed us to make very colorful compositions capable of representing the summer spirit that each season leads us to devour liters of ice cream.
We created the compositions from photomontages that harmonize series of ingredients around a palette of flavor and color, which we associate respectively with different experiences -an afternoon with friends, an appearance, a refreshing bath. In each composition we seek harmony and movement in equal parts, integrating typography as a graphic element. The result is a vibrant and recognizable graphic line that unifies all the pieces of the campaign and transmits its spirit: fun and freshness at first sight.
An App to participate
The campaign was designed to have a major role in the place of sale: postcards, posters, adhesive vinyl for doors and glass showcases, display type supports for the counters were developed. But the heart of the campaign was much closer-physically-to consumers. more specifically to their pocket. An app stimulated the participation in the surveys of ice cream tastes through the raffle of gifts among the participants in the study. Gamification is one of the most stimulating creative techniques, but if there are also ice creams in between, what else can you ask for?
Adaptations and production
The development of the campaign went beyond graphic advertising, and yet it played an important role in the dissemination of the promotion. The image was transferred to the design of signage, vinyl signs and postcards that coexisted with customers and products in the participating ice cream parlors during the months in which the campaign was active. Several dozens of establishments participated the dissemination of the study, which multiplied the number of copies to the tens of thousands. The selection of the supports, the definition of the materials and the coordination of the deliveries of several suppliers required large doses of organization and glucose - we never had such a good excuse to eat ice cream.
This campaign started with two objectives: to achieve a high level of participation in the study of consumer habits and to improve the brand image of Stella Iberia among its customers. Our bet was to orient the campaign from the point of view of branding, developing a concept that could taste with pleasure in very different media. If we now ask ourselves “what does perfect marketing know?” we think of teamwork, in the care of detail and in many hours coordinating the work of a lot of hands. In other words: delicious.