Once upon a time there was an old Italian grandfather, Mr. Vittorio Scabin, who loved ice-cream and produced it with fresh fruits and snow. This was around the 1920’s, right after the War in the Veneto area in Italy. For Mr. Vittorio “LA FELICITÀ È UN GELATO” – “Happiness is an ice-cream.” Almost a century later, his grandchildren have decided to open Diletto Gelato, an ice-cream company, in Sao Paulo, Brazil. As an homage to Mr. Vittorio, his picture is all over packages of the artisanal ice-cream. The popsicles are made with ingredients such as pistachios harvested in the region of Mount Etna in Sicily, organic raspberries from Patagonia, and cocoa from Togo.

Well, if only this were the real story it could have been really touching and nostalgic–but it is not.


Diletto Gelato has opened up in 2008, in Sao Paulo, but the rest of the story is not true, apart from the noble ingredients which Leandro Scabin, founder of the company, says are really used in Diletto’s products. Leandro did have an Italian grandfather, but his name was Antonio. He was a landscaper and the pictures printed on the packaging of Diletto advertisements are mere creations of great designers.

Well, this storytelling concept is spread all over brands nowadays. Some of them true, some of them not. The goal is to engage consumers for loyalty and of course, for better profits. Diletto Gelato has annually a profit of around $20 million. But what is the limit for that? Is it ethical to simply lie? Is there authenticity behind that? Can customers really trust the brand’s promises after all that is found out?

Well, like Brazilian advertiser Washington Olivetto, president of WMcCann agency and one of the creators of the Diletto story, has said “a beautiful product deserves a beautiful story.” If only the story is true, then it’s much better.

Images: Diletto Gelato