The Snow Mango effect

Snowflake is a luxury gelato brand built on organic Jersey milk and slow-churned Italian craft. The shops started in London and have grown across the UK, with Oxford among the recent additions. What put the brand on feeds, though, was a specific product: the Snow Mango.

Shaped like an actual mango, filled with mango sorbet and coated in a crisp white-chocolate-and-lemon shell, it was designed to be photographed. When creators started shooting it, they couldn’t stop. One creator post cleared 677k reach, and the product became the signature moment people travelled to try.

Snowflake partnered with Joli to keep that momentum rolling across the wider range. Snow Lemon, Snow Berry, Dubai chocolate sticks, kunafa sundaes. Creators cover each new launch in the same shoot-it-first-eat-it-second mode, and every product lands with a ready-made audience. In-store theatre and social content now feed each other.

Joli has been a game-changer for our business, enabling us to connect with influencers who genuinely resonate with our brand. The platform has not only boosted our reach but also added a layer of authenticity to our marketing efforts, especially with the success of our Snow Mangoes.

Alex Diaconu, Marketing Manager