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Upa!, Shell's convenience store launched a smoothies and frappes line 'Hieliciosos' (a pun made of 'ice' and 'delicious'). To make a fast market introduction it was accompanied with a special invitation: 'How far can you get enjoying before you stop?'

With just a video in social networks the campaign was launched and the reaction was inmediate.


Participants were encouraged to share a video in social networks showing their face expressions when drinking the product until it made them reach the 'brain freeze' effect. The best reactions were awarded prizes.