Icy Launch

Bonas

Freshness, frozen

Brief

With a rich history on the dairy market in Cluj, Bonas was looking to grow a bit outside its confort zone. And how better to do this than with a new product? Working with renown ice cream makers to bring their idea to life, Bonas was suddenly at an impasse.

“We now have one of the best ice-creams on the Romanian market, made with real milk. How do we launch it?” Bonas needed a different campaign, something that would stand out, and quick, as the end of summer was just around the corner.

How we helped:

Insight

We had the opportunity to test the ice-cream before we started working on the brief, and the product was clearly superior to anything on the market. With an almost-magical quality to it, we felt the right way to present it was crafting an engaging story around the product and the entire brand.

Our Solution

For Bonas, we first started transforming their tagline “Proaspat de Bun” (Freshly Good) for their new product line. That resulted in “Prospetimea Inghetata” (Freshness, Frozen).

Our focus during this brief was building a magical world around Bonas also based on their packaging design and visual identity. Think Willy Wonka for icecream. We’ve delivered three proposals to help build this new vision and an additional idea that can help Bonas differentiate on the market with all of their products, as they are made only with fresh milk. Attaching a simple sticker to their products that says “Attention! Contains fresh milk” not only helps lactose intolerant shoppers, but also makes everyone question what the competitors actually use in their own products.

Presentations have been edited to not contain any sensitive information. All presentation also involved a written detailed pitch and a report on the research executed, but these are not disclosed as they contain sensitive data.

1.

Our first proposal was Make Gelato like Papa Renato. Papa Renato is the arhitect of the ice-cream recipe at Bonas, with years of experience under his belt in the gelato industry. We thought about turning Papa Renato into a character in our story, ones that challenges families to make their own icecream at home using Bonas ingredients and adding their own twist to it. By organizing a competition and making the winning flavour join the lineup of current flavours, Bonas would be able to engage a larger community around their brand.

2.

Our second proposal was The Golden Ticket, and it is exactly what it sounds like. We all dreamed when we were little of getting that golden Willy Wonka ticket we’ve seen in the movies, but now Bonas had an opportunity to make it real. Only 5 ice-cream boxes would hold golden tickets, and winners would get a tour of their ice-cream factory and a 1-year supply of Bonas products.

3.

Our third and last proposal was The Secret Flavor. A way to better convert people in trying all of the flavours Bonas had available, you would receive a small voucher at your first acquisition of a Bonas product that you could stamp once you tried the first three available on display flavours. Once you had stamps on all of the flavours, you would unlock a secret flavour that wouldn’t usually be available for anyone else.