Iris Worldwide promotes Unilever's new Ice brand, Gelartier

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Activation aims to offer a unique experience to consumers, highlighting the idea of ”art in gelato”

Advertising agency Iris Worldwide, headquartered in São Paulo, created a strategy to promote the new brand in Unilever’s Ice category: Gelartier. Inspired by speakeasies, clandestine meeting places during the Prohibition era in the United States, the proposal aims to offer an exclusive product tasting experience to consumers, highlighting the idea of ”gelato art”.

The brand activation will take place between the 13th and 15th of July at the Po de Acar unit located in the Panamby district, in So Paulo. The proposal consists of transforming the refrigerator doors of supermarket shelves into entrances to a secret environment, where consumers will have the opportunity to taste and immerse themselves in the different flavors and textures of Gelartier.

The strategy seeks to involve visitors in a cozy and sophisticated atmosphere, similar to the speakeasies of the Prohibition era. Upon entering the space, consumers will be transported to an environment specially created for the occasion, where they will be able to enjoy the delicious gelato, discovering the nuances of flavors that make the product a true work of art.

Fabiana Jado, managing director of Iris Worldwide So Paulo, points out that the objective is to provide a unique experience to consumers, allowing them to connect with the essence of Gelartier and enjoy pleasurable moments with high-quality gelato. Iris has in its history several disruptive and outstanding live marketing actions, but we achieved something very unique and surprising for Gelartier. We are sure that it will be memorable for the consumer who will participate in the action”, says the director.

Unilever’s new gelato was officially launched on May 20 of this year and is already available for sale in the main capitals of the country and in the main delivery apps.

The brand activation strategy developed by Iris Worldwide has drawn praise from Unilever. For the launch of this new brand, we needed a creative and engaging approach that went beyond a traditional launch event and called attention to how the gelato experience shouldn’t just be in gelatories. She could be a fridge away. The speakeasies’ insight aligned very well with our objective and with Gelartier’s proposal, providing a true gastronomic experience through gelato, uniting the unexpected and extraordinary, with our surprising flavor and quality, comments Giovanna Dias, marketing coordinator at Unilever.

With this unique and immersive approach, Iris Worldwide hopes to capture the attention of its target audience and consolidate Gelartier’s presence in the premium gelato market. The agency seeks to awaken appreciation for the quality and sensory experience that each flavor provides, establishing an emotional connection with consumers. The speakeasies strategy allows for the creation of a special environment, where every detail contributes to transmitting the message of art in gelato, says Guto Blanco, Creative Director at Iris Worldwide.

Brand activation at Po de Acar at Panamby, in So Paulo, promises to be a tasty experience for gelato lovers.