GELATO SHIELD

TitleGELATO SHIELD
ClientBELLANY
Product / ServiceGELATO WRAPPER
CategoryB06. Promotional Items
EntrantY&R VIETNAM Ho Chi Minh City, VIETNAM
Entrant Company Y&R VIETNAM Ho Chi Minh City, VIETNAM
Advertising Agency Y&R VIETNAM Ho Chi Minh City, VIETNAM
Production Company LOOK CREATIVE STUDIO Ho Chi Minh, VIETNAM

Brief Explanation

Bellany wants to make the experience of enjoying their gelato on a cone a non-messy classy affair.

The Brief

Bellany is a premium brand of gelato in Vietnam. It is known for its all-natural ingredients. Other than being loved by gelato connoisseurs here, Bellany supplies its gelato to international five-star hotels.

How the final design was conceived

There are three promotional limited edition designs: bronze, silver and gold. Bronze is for classic. Silver is for premium. And gold is for gourmet. Each color acts as an 'incentive' to upgrade to a more premium flavor. Each cone wrapper design showcases Bellany's natural ingredients. We used 4-color processed soya ink for food safety assurance.

Indication of how successful the outcome was in the market

Bellany turned the ubiquitous gelato cone wrapper that is normally discarded into a design showcase. The design raises the luxury level of Bellany against all the other international gelato brands that offer their customers a pitiful serviette to wrap around their cones. The Gelato Shield design gives the brand an opportunity to create a user experience that is worth sharing on social media. An average of 25% of customers ordered a gelato cone per store and kiosk as compared to the average of 17% before the launch of the Gelato Shield.

Credits

Name Company Position
HARI RAMANATHAN Y&R ASIA Chief Strategic Officer Asia
KIT ONG Y&R VIETNAM Chief Creative Officer
CASSIE NG Y&R VIETNAM Art Director
CITTA LE Y&R VIETNAM Art Director
HISASHI MATSUI Y&R VIETNAM Art Director
NGAN NGUYEN Y&R VIETNAM Copywriter
EMIR SHAFRI Y&R VIETNAM Copywriter
KIT ONG Y&R VIETNAM Copywriter
CASSIE NG Y&R VIETNAM Designer
CITTA LE Y&R VIETNAM Designer
HISASHI MATSUI Y&R VIETNAM Designer
ANNE LEE Y&R VIETNAM Producer
JULIE CHIAM Y&R VIETNAM Senior Project Manager
ERIC FOO Y&R VIETNAM Digital Image Artist
AD HUNTER Y&R VIETNAM Account Director
KHOI TA Y&R VIETNAM Account Executive
KEN ZHANG CALIBRE Producer
ALEX LIU CALIBRE Producer
Xin CALIBRE Photographer