While people have been enjoying bolis for decades, an air of mystery has kept non-Hispanic kids in the U.S. from indulging in this summertime snack. Helados Mexico asked us to create kid-friendly packaging that clearly laid out what a boli is, how it differentiates from water-based frozen treats, and how to eat it. 

Helados Mexico’s wide array of decadent frozen desserts had their respective fanbases, but there was something keeping non-Hispanic consumers from jumping on the bolis bandwagon. 

This packaging refresh should not only address the issues of Bolis not reading as kid-friendly, but tackle the problem of including clear enough instructions on how to enjoy Bolis… all while casually bridging cultures with the promise of real fruit, milk, and cane sugar.

We knew consumers found Helados’ original packaging ambiguous and uninspiring. The window wasn’t working to describe the product, and the differentiator between bolis and other frozen tube pops wasn’t coming through; these are a milk-based frozen pop. 

A store audit uncovered Helados’ bolis were too often being placed in the wrong spot because the color scheme was so similar to a main competitor. Our strategy was to: 

1. 1. change the bag color ASAP
   2. find a quicker, more intuitive way to demonstrate what a boli is, how to eat it 
   3. hone in on speaking to families and kids.

We decided to spell things out with bold imagery, engaging type treatments, dynamic product shots, and an energetic layout to make Helados Mexico’s bolis more appealing to kids. 

Each flavor cue features a splash of milk to hammer home bolis as a super-creamy, milk-based, frozen treat. We placed a product shot front and center to show folks what’s inside the bag and laid out concise package copy with instructions to “Tear the Corner Squeeze & Enjoy.” 

Our updated packaging appeals to the appetites of kids who grew up with bolis – as well as newcomers.