The ice-cream category is saturated with new flavours and visual messages. To make the collaboration noticeable, the brands had to move beyond a standard product launch. Alfa Bank and Jattis have a young, bright and non-conformist character. The RED brand code became the basis of a product that looked different, tasted unexpected and invited people to participate in a shared experiment.
Problem
Make the collaboration stand out in a saturated category, stimulate trial and organic discussion without conventional flavour communication or paid influencer placements. The project was also the first fintech-and-ice-cream collaboration in Belarus, making it important to create a noticeable category event rather than another seasonal SKU.
Solution
The campaign used the slogan “Try Red as a Taste” and deliberately did not reveal the flavour at the first stage. The audience was invited to taste the colour and decide for themselves what it meant. The packaging used fashion minimalism, while the videos were built around real human reactions. The teaser showed only emotions and the slogan; the reveal version introduced the product while preserving the mystery around the flavour. More than 30 influencers received the ice cream without a flavour brief and were free to guess and react. Sampling also took place at public and internal Alfa Bank events, while outdoor, digital, retail and media channels supported the launch.
Results
1.2 million organic reach from influencer content. All influencer reach was obtained free of charge. Bloggers called the sampling one of the best in the market. Almost 35 tonnes of ice cream sold by August 2026. Distribution across 15 major retail chains and 2,383 points of sale.
