2014 Winners & Shortlists

The Brief

Launch the new mango flavor for the Dolceca range and create awareness on the new product.

Describe how the promotion developed from concept to implementation

By creating an epic story pout of a simple range extension creating an out of this world story of the legendary tasting mango’s from Dolce ice cream. We created the “The Swimming Mangos” Film that showcase how Dolce goes the extra mile to bring the legendary tasting mango’s to the ice cream world. We made a trailer for this film airing via TV inviting viewers to go view the whole film online. From there the cut downs of the film became available to the mass on TV and then the legend of the Mango’s became accessible via POS and social media.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

We created the “The Swimming Mangos” Film that showcase how Dolce goes the extra mile to bring the legendary tasting mango’s to the ice cream world.