Over the years, we managed to establish Dolceca as the ice cream symbol for an Egyptian ice cream cone, perceived as the irreverent fun brand.Dolceca Mango is a new product that falls under the Dolceca Range, Dolceca communication is socially daring & cutting edge, yet the Product innovation wasn’t big enough. So we decided to launch the new exciting mango flavour through a concept-driven communication, by bluffing a story behind the new ice cream flavour. We created a Film that showcase how Dolce team goes the extra mile to bring the most exotic Mangos, “The Swimming Mangos”. The results of the campaign were extremely overwhelming by growing the business 26% vs. last year. Also Dolce impulse range is contributing to 37% of the total sales of the business (vs. 35% contribution to business last year). Dolceca mainstream range is contributing to 20.7% of the total sales of the business ( vs. 17% contribution to business last year). Last but not least, launching the revamped Facebook page scoring 106,889 likes in just 2 weeks.
Creative Execution
Humor was needed along the copy, so the cast should have the ability to act good to convince the consumer that it is actually a real expedition trip in a humorous way.