Olá, known as Wall's in english is a well established ice cream company all around the world, but as every company it has a problem, more specifically in the portuguese market. Portuguese people are extremely seasonal and therefore not used to having ice cream in the colder months of the year.
To solve this problem I dove into how the brand promotes itself in colder countries specially in the colder seasons and I founf out they avoid using the word "Ice cream" during the cold months, a problem which is difficult to go around in Portugal because the word used for ice cream in the country is "Gelado", which literally translates to "cold". So why would someone have a "cold" in the cold? So my mission now was not only to try to change a habit, but a culture and maybe language.
Colors
To visually change a brand's mood we need to change the colors, one other thing I noticed was that in Portugal, Olá still has a vibrant color scheme during cold seasons, and even posts are as colourful as in the summer. So to keep the brand's tone, I kept the original red and from it I extracted darker themes to make things apropriate for the season.
The name “Friozinho gostoso” brings a positive vibe and a double meaning to it. The fact of bringing the word "cold" in the diminutive associated with "gostoso", which can be translated to nice, brings a sense of comfort reminding the person of the positive side of the cold weather like being cozy somewhere. The other thing it does is it points out and reinforces the characteristics of the product, because the sentence can also be translated as delicious cold. The smile shape also invites people to smile and come closer.
Price sheet
As seen above, a selection of ice creams was made, all the "icy" and summery ice creams were put to the side and this way we can focus on the ones that are more suitable to the autumn and winter seasons, ice creams with almonds, peanuts, chocolate and cookies.
The change of tone continues to the rest of the selling point. The fridge and sunshade are "dressed for the occasion" looking more inviting and fun.
Merch
A collab or promotional campaign could be ran during the seasons or the sweater could be used as uniform by local and street vendors.
Social Media
The best way to promote something nowadays is having an online presence, and this presence should follow the same tone with posts and videos.
Thank you!
