From consumer research we learnt Mexicans are snack lovers but they never consider ice cream to satisfy their hunger.

Insight: “Ice cream consumption is considered for special occasions as a price or reward, not for any day and snack category is growing year by year”

We geolocated +400 convinience stores and we identify and track +500,000 frequently consumers to understand they snacking behaviour.

Creative Idea: “Mordisko, the coolest way to freeze your hunger”

We used Programmatic DCO (Dynamic Creative Optimization) on YouTube and delivered highly relevant ads to increase the engagement.

For example if a user played on YouTube Adele´s song “Someone like you” we would impact that user with a Mordisko ad using the following copy “Let’s get rid of the lovesickness with Mordisko” and if another user watched the highlights or a goal of a UEFA champions league match we would target him with an ad using a relevant copy like “Hungry of Victory”.

We replicated this same strategy on display ads outside YouTube to increase the reach of the campaign adding two more variables to dynamically boost the impressions delivery on sunny days and places that were close to point of sales, for example, if you were close to a mall like Antara you would receive an ad with a copy like “Beat the heat with a Mordisko at Antara"

We increased sales 84% during the media campaign

We generated +10% lift on brand equity, 21 points in 2015 versus 23 points in 2016. Source: Millward Brown

Sales increased 37% vs. 2015

We achieve 154% over our goal sales target (20%) Vs. 37%

We left the convinience stores without stock.

Mordisko became the number one SKU in pieces for all Latin America in the ice cream category.