Vanshelato: how an ice cream shop turned a punctuation mistake into a campaign

Vanshelato, an ice cream shop in Argentina, turned a punctuation error into an opportunity to connect with its audience. A billboard ad went viral because the phrase could be read differently than intended: the comma completely changed the meaning of the message. Instead of arguing with those who pointed out the mistake, the brand responded with humor, adding a giant comma to its posts and temporarily modifying its image to reinforce the idea with "eat ice cream."

The real value wasn't simply posting a witty response. The brand extended the approach across different pieces and sustained the conversation around the same wink. This requires recognizing the brand's personality, understanding why the audience is talking about it, and deciding whether humor helps resolve the situation. Not all mistakes lend themselves to the same response: when there are risks to people or serious consequences, making a joke can worsen the problem. Context, topic, and audience matter just as much as creativity.

A brand needs internal criteria to react quickly without improvising its personality in the midst of a crisis. It also needs to distinguish between a mistake that can become a positive conversation and one that demands accountability and a direct solution. Watch the Closing of the Week segment to learn about Vanshelato's case and the team's reflections on humor, reputation, and how to respond when a mistake goes viral.