The most extreme campaign
For the launch of the new Cookie Cone, Nestlé Extreme intended to empower women. Why does advertising sexualize the consumption of ice cream by women? Through empowerment we would help generate brand awareness and recall. A true challenge.
We started the movement “I eat it the way I want” in collaboration with two of the most iconic people for women in Spain: Dulceida and Mario Vaquerizo. A whole experience that began digitally and ended in a great IRL experience: a concert with Nancys Rubias and the support of Dulceida as host, during Pride week in Madrid. This allowed us to develop a new, empowering, positive and fun image of women in the ice cream universe for Nestlé Extreme, outside the stereotype we are used to seeing.