Helados Willy / Campaña / Mi Helado Lagunero

Years have passed and the distinguished company Lagunera, Helados y Paletas Willy, continues to form part of the traditions of the region. Generation after generation, its rich products have accompanied and been part of the growth of the community; Creating a campaign that defines these happy moments, and which in turn tells the life story of many Laguneros like that of Club Santos Laguna player Carlos Acevedo, is just a reflection of how the brand has been and will continue to be part of his days.

Challenge

When it comes to matching the values ​​of the brand with those of a character/celebrity who, apart from representing the pride of the lagoon, such as Carlos Acevedo, leads us to face a great challenge, since the versatility that comes with being in the middle of the tournament football where the love of the fans is influenced by the results of the score of each game.

Solution

Through a brave, cheerful character, full of positivism and perseverance in fighting for his dreams, we managed to create a story of overcoming and accompanying by the brand. We join nostalgic marketing with celebrity marketing in a storytelling campaign to recount the trajectory of Helados y Paletas Willy, which apart from connecting with all generations, in the form of moments and memories of those days, we also commemorate the power and tradition that defines the brand today..

Impact

Thanks to the charisma of Carlos Acevedo, which allows children and young people to identify with someone young who fights for their dreams, motivating them day by day to achieve it. This campaign was a resounding success due to the 360 ​​diffusion movement that was being carried out during the summer months of 2021, accompanied by activities, billboards, digital advertisements and a constant word of mouth, the video and materials of “Mi Helado Lagunero” were fully accepted by both the client and the target audience. All the objectives were achieved with the added bonus of uniting the Lagunera community, soccer fans in the region, as well as Willy Ice Cream and Popsicle lovers in a single campaign.