2014 Winners & Shortlists

Brief Explanation

Dolcea is the flagship brand of Dolce. Dolceca contributes to 41% of total Dolce impulse. Across the years ,Dolceca was established to be the symbol for an Egyptian ice cream cone offering truly Egyptian flavors, perceived as the irreverent fun brand. The Business Objective was to Create awareness on the promotion, Communication objective was Developing a strong/daring piece of communication building on the promotion mechanics, “buy one Dolceca and you might get one free”. Given the wittiness of Dolceca target & Dolceca communication platform, we developed a courageous/ daring piece of communication Instead of having a hard sell promotion. We created a mini-plot with an interesting twist, capitalizing on an Egyptian family insight and leveraging it to our promotion.