Can branding turn an ice cream for gym rats into a daily treat fit for lovers of sofa-ing? No doubt about it.
Pablo and Álvaro, brothers from a family of ice-cream makers, came to us with a top product: low-fat, sweetener-free protein ice creams that actually feel good.
Building on the brand’s branding and the ‘Daily Gustazo’ concept, we set out the philosophy of choose f***ing all – or why choose when you can sign up for guilt-free pleasure.
Guilt-free pleasure, double the pleasure: we broke this rationale down into 3 content verticals aligned with 3 areas of life:
- The professional sphere, or ‘tradition without the dust’, where heritage and innovation coexist.
- The social sphere, or ‘enjoyment without the catch’ (health and indulgence).
- The personal sphere, or ‘fulfilment without limits’ (body and mind).
A strategy that, boosted by a very cheeky tone of voice embodied by its founders, the healthy ones who don’t hold back, delivered universal content, perfect for democratising the product.
