Everyone has already realized that we live in a crappy winter, with temperatures reaching 30ºC in several Brazilian cities. So why not have some ice cream? Unilever has just launched Gelartier in Brazil, its premium of gelato, inspired by the art of the Italian Maestri Gelatieri. And to announce the news to consumers, it prepared an immersive experience at the Pão de Açúcar do Morumbi unit, in São Paulo (SP).
The brand set up the first ‘secret gelateria’ inside a supermarket in the world! In an unusual and exclusive atmosphere, Gelartier celebrates the special moments of everyday life with an invitation to visitors to taste and be surprised by their gelato, accessing the fully instagrammable space through a “fridge”. Hence the name of the action: ‘Geladeria Gelartier’.
The pioneering concept, which plays with the idea of a hidden refrigerator, recreates a place that allows an escape from everyday life, full of surprises and gastronomic pleasures. By combining the shopping routine, an action that is often monotonous, with an exclusive event to get to know its gelato up close, Unilever’s new brand is enchanting the public.
“We want people to discover that it is not necessary to visit a gelateria to have the delicious gelato experience. Gelartier is revolutionizing this dynamic, as with our products, the consumer’s fridge becomes the gateway to this experience, bringing the magic of celebratory moments into the home. The action of a secret gelateria being accessed through the supermarket fridge makes this tangible. Our goal is to make these special moments more frequent and accessible. We want each person to experience the joy of tasting our gelato, without even having to leave the house”, reveals Aline Luz, Gelartier Marketing Manager at Unilever.
Visitors are invited to enjoy the moment in a reinterpretation of the flavors chocolate with zest, caramelized macadamia and strawberry with pieces, made with selected ingredients, without artificial colors or aromas and free of preservatives.
The exclusive space opened last Wednesday (12) and will be open to the public until this Saturday (15) at 8 pm. The opening event was visited by influencers, such as the winner of the 8th season of MasterChef Brasil, Isa Scherer, the actor Wagner Santisteban, the Bendito Review and Reviews profiles of Mustache, and others.
Service
Geladeria Gelartier
Data: July 14 and 15, 2023
Local: Pão de Açúcar supermarket | Av. Major Sylvio de Magalhães Padilha, 16741 – Morumbi, São Paulo (SP)
Schedules:
– Friday (14), from 12:00 to 20:00
– Saturday (15), from 8 am to 8 pm
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