Richards/Lerma launches new campaign for Encanto Pops

The insight behind the campaign is very similar to the brand’s promise, “Authentic Mexican Flavors. The daring campaign makes reference to the brand’s Mexican origns with a risky tone that breaks through the clutter. Encanto Pops is located in the Bishop Arts District of Dallas, which is also the city’s most vibrant neighborhood.

“The campaign’s objective is to tout our real, authentic flavors. Encanto Pops is proudly Mexican and our paletas follow the traditional recipes, with a twist. We try to communicate this, as well as the brand’s unique tone and personality. We’re certain that the concept will have a great impact and will be very memorable. The popsicles and ice cream segment has exploded in the U.S. in recent years and there is an increasing demand. It’s similar to when cupcakes and artisanal donuts became a big trend. Today there quiet a few brand all around the country. Now it’s the time for popsicles” said Diana Díaz, founding partner of Encanto Pops.

“The idea is to capture the fact that Encanto brings you the best of Mexico in a frozen popsicle, it’s flavors and in this case we’re using two iconic Mexican images; that of La Catrina and a Mariachi in a unique way. We created strong images that are both original and are right in line with the brand,” said Guillermo Tragant, Creative Director and Principal, Richards/Lerma.

Aldo Quevedo, Creative Director and Principal, Richards/Lerma, added “We’re proud of the creative. The conceptual work is held together by close attention to detail from an art direction standpoint. The work is quick read that is also memorable. I can’t wait to put them in front of consumers.”

Production was developed by renowned Dallas-based photographer Stewart Cohen and post-production was done by Becker for Parson.

Agency: Richards/Lerma, Dallas
CCO: Aldo Quevedo/Guillermo Tragant
CD: Víctor García-Hoz/Guillermo Bagnato
AD: Guillermo Tragant
Designers: Mckenzie Teng, Juan Lagos
Photographer: Stewart Cohen
Assistant Photographer: Matt Taylor
Producer: Matías Sada
Post Production: Parson
Digital Retouching: Becker