CASE STUDY
Pantucci Gelato Artigianale
BRANDING • PACKAGING • BRAND ACTIVATION
CASE STUDY
Pantucci Gelato
Artigianale
BRANDING • PACKAGING • BRAND ACTIVATION
Overview
Grupo Pantucci decided to enter a new territory: the artisanal gelato market.
Not simply as a portfolio extension, but as a new growth opportunity that needed to be built, introduced to customers and validated before moving forward.
Overview
Grupo Pantucci decided to enter a new territory: the artisanal gelato market.
Not simply as a portfolio extension, but as a new growth opportunity that needed to be built, introduced to customers and validated before moving forward.
The Challenge
The objective was to create a new category within the Pantucci universe without compromising the identity, positioning or value already built by the brand.
At the same time, we needed to understand whether there was real demand before moving towards a larger operation.
Key challenges:
-
Integrate gelato as a new product line within an established business
-
Introduce and explain a new type of product to customers
-
Build desire before the official launch
-
Reduce the risk of a larger investment
-
Validate real market acceptance
The Challenge
The objective was to create a new category within the Pantucci universe without compromising the identity, positioning or value already built by the brand.
At the same time, we needed to understand whether there was real demand before moving towards a larger operation.
Key challenges:
-
Integrate gelato as a new product line within an established business
-
Introduce and explain a new type of product to customers
-
Build desire before the official launch
-
Reduce the risk of a larger investment
-
Validate real market acceptance
Validation
Validation happened where it mattered most: with the product in the hands of real customers.
For one week, we turned a Pantucci location into a live testing environment, combining the in-store experience with digital content designed to extend the reach of the activation.
The strategy included:
-
One-week activation at a Pantucci location
-
Product tasting and presentation to real customers
-
Introduction of the new concept to the market
-
Instagram Reels designed to generate local reach and engagement
The Solution
Before expanding, we needed to build the brand, create desire and test the market response.
We developed the project by connecting identity, experience and activation, allowing the new product to enter the Pantucci universe with consistency while building a personality of its own.
From there, we implemented:
-
Development of the new brand
-
Definition of the product experience and perception
-
Activation strategy designed to generate demand
-
Concept validation before expansion
The Solution
Before expanding, we needed to build the brand, create desire and test the market response.
We developed the project by connecting identity, experience and activation, allowing the new product to enter the Pantucci universe with consistency while building a personality of its own.
From there, we implemented:
-
Development of the new brand
-
Definition of the product experience and perception
-
Activation strategy designed to generate demand
-
Concept validation before expansion
Validation
Validation happened where it mattered most: with the product in the hands of real customers.
For one week, we turned a Pantucci location into a live testing environment, combining the in-store experience with digital content designed to extend the reach of the activation.
The strategy included:
-
One-week activation at a Pantucci location
-
Product tasting and presentation to real customers
-
Introduction of the new concept to the market
-
Instagram Reels designed to generate local reach and engagement
Results
The audience response turned a business hypothesis into an opportunity supported by real market signals.
Results
The audience response turned a business hypothesis into an opportunity supported by real market signals.
2k
Product tastings
121k
Reel views
9%
Above-average engagement
1.2k
Content shares
Product tastings
2k
Reel views
121k
Above-average engagement
9%
Content shares
1.2k
Strategic Impact
The project gave Grupo Pantucci more information and confidence to decide the next step.
More than launching a new product, the activation made it possible to test the concept with real customers, observe market response and reduce uncertainty before making a larger investment.
The validation created a stronger basis to:
-
Reduce expansion risk
-
Make decisions with greater confidence
-
Validate a new revenue opportunity
-
Reinforce premium positioning
-
Expand the portfolio with strategic consistency
First, we validated the opportunity. Then the business could decide how to grow.
Strategic Impact
The project gave Grupo Pantucci more information and confidence to decide the next step.
More than launching a new product, the activation made it possible to test the concept with real customers, observe market response and reduce uncertainty before making a larger investment.
The validation created a stronger basis to:
-
Reduce expansion risk
-
Make decisions with greater confidence
-
Validate a new revenue opportunity
-
Reinforce premium positioning
-
Expand the portfolio with strategic consistency
First, we validated the opportunity. Then the business could decide how to grow.
Rafael Battisti
Grupo Pantucci
We have always looked for partners who see the business as a whole, rather than just delivering isolated projects.
With MYK, we were able to structure our brand, align our communication, and organize our actions with clear vision and direction.
MYK’s approach reflects exactly this mindset: close support, consistency, and results.
Rafael Battisti
Grupo Pantucci
We have always looked for partners who see the business as a whole, rather than just delivering isolated projects.
With MYK, we were able to structure our brand, align our communication, and organize our actions with clear vision and direction.
MYK’s approach reflects exactly this mindset: close support, consistency, and results.
