Talenti Gelato has re-launched “Flavorize Me,” a campaign it introduced in 2015 that runs fans social feeds through an algorithm that creates custom gelato flavors based on social usage. Talenti has a new name for the campaign, “Flavorize Us,” but the custom site works the same – analyzing words, photos, emojis and social business on Facebook, Twitter and Instagram to determine the levels of salty, sweet, spicy, bitter and sour that goes into each custom flavor.
While it could seem stale to run the same functioning campaign two years in a row, Talenti has created really fun and fresh Instagram video ads to make the campaign appear brand new to its social followers. They also are differentiating from last year by putting emphasis on the “Us” in “Flavorize Us” by inviting fans to add their friends to create custom group flavors. On July 25 Talenti will choose three of these group flavors to create IRL.
“Flavorize Us” is reminiscent of the Lays “Do us a Flavor” campaign, which is another great example of a program that performed well and was successfully duplicated, therefore building brand awareness. It’s a strategy that more brands should embrace.
Read more about Flavorize Us at Refinery 29.