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. The role of the company entails an oh so sweet responsibility: deciding every new year which flavours to shwocase in shop windows and ice cream counters. In 2018, Stella decided to base its choice for the year based entirely on objective data, data which it planned on gathering by surveying customers in its clients' ice cream parlours. Our mission was to help carry out the survey in all participating ice cream parlors during high season, starting from the creative concept for the survey, through production of the required materials, right to preparing a final report and analysis for Stella.
What does the perfect ice cream taste like?
The best thing about an ice cream is not just its flavour; it's also about enjoying it at a special place and time. How do you transmit such mix of sensations? We proposed a series of synesthesias matching flavour to experience. The perfect ice cream does not taste of strawberries or mangoes; it tastes like a sunset on a beach or an afternoon by the pool. In turn, the special moment comes to life when tasting the ice cream. With this concept in mind we came up with very colourful compositions that encapsulated the summer spirit, that which leads us to devour litres upon litres of ice cream each year.
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.
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