This year is not looking like the best for Mexico.
Aiming to rescue the optimistic side of Mexicans, the renowned artisanal ice cream franchise, Pantera Fresca, together with Grey Mexico, launch this campaign based on humour, with a strong digital component and social networks communication, which will last all year.
Every month or for special dates, the brand will announce a new flavor from “The 2018 Bittersweet Collection” whose name will aim to encourage consumers to take tough moments with grace and its flavour will add sweetness needed to combat bitterness.
Just a taste of this Bittersweet Collection:
“F#?K, I didn’t save”: an extra grape sweetness flavour for the blackouts, to help ‘moony’ Mexicans carry on after those 3000 pages spreadsheet excel document are lost forever.
“B-Plan Needed”: an extra sweet key lime pie flavour, to deal with the fact we cannot find 5 proper presidential candidates among 120 million Mexicans.
“Starting off on the wrong foot”: a double bitter chocolate flavour to cheer for Mexico during the World Cup, especially in our first game against Germany, the last World Cup Champion.
“The 2018 Bittersweet Collection”, low tech innovation for a happier Mexican ice cream life. Each flavor seeks to achieve the perfect balance between taste and humor.
"We have always been very close to our consumers and we listen to them. We cannot change those things that Mexicans worry so much about, but we can put a bit of humor into them. Through our products and with empathy, we can give them an iced reason to smile. That is the simple and fresh origin of the Bittersweet Collection," said Francisco Macias, ice-cream Master (Marketing and innovation) of Pantera Fresca.
"The key to this campaign was to transform insights from the conversations of consumers and translate them into new products which in turn feed new conversations. Our client’s openness to innovation and the response in terms of production were key for this project, " added Humberto Polar, Chief Creative Officer at Grey Mexico.
Creative Agency: Grey Mexico
Art Director: Ricardo Sánchez
Chief Creative Officer: Humberto Polar
Agency Production: María Fernanda Sodi
Account Executive: Alejandra Trueba
Client Personnel: Francisco Macías
Senior Copywriter: Georgina Portas
QA Manager: lonso Balcazar
Head of Account Management: Nicole Woodman