To represent them we chose the charismatic pop singer, Mirella Cesa who was the ideal person because she fits every single aspect that characterized this community. She took the challenge of creating a song, an anthem to represent this tribe. We wanted to involve Fruity People a 100% in the creative process of the campaign and the creation of the song, because of their creative qualities and their desire to be part of this group so we took Mirella in a media tour on mayor TV, Radio and Print networks to invite all people who considered themselves Fruity People to be a part of this song by helping her creating verses through an app on the brand's FanPage.

All this process was supported by a 360 media approach including Print, BTL, TV, Radio and Digital so the same message was all around.

The result was the song 'Una Aventura Fruttare', the first song in Ecuador created between a brand and its fans.

Fruttare sold in just two months the yearly forecast, becoming Unilever's biggest sales increase in the Ice Cream category around the world with +300% growth.

We were able to extend our paid presence and drive Earned. More than USD 350.000 in Earned media was generated. The brand’s fanpage, had 50.000 fans before this strategy and had 156.000 after its implementation, ranking the Fruttare´s fanpage in the top five of fans on CPG in Ecuador.