Punky, the emblematic toucan-shaped ice cream from La Menorquina is not going away, even though the brand had said so a few weeks ago. The game around the future of the product, however, has been the key to a marketing campaign promoted to communicate the beginning of a new brand stage that, among other things, includes a renewed visual identity and an update of the ice cream catalog.

The strategy, developed together with the Turbo agency, is aimed at relaunching the brand and strengthening its positioning in the market. It started a few weeks ago when La Menorquina announced with a publication on social networks that Punky, the vanilla ice cream served in a toucan-shaped packaging that became popular during the 90s, was leaving its catalog supposedly due to changes in consumer habits and a drop in demand.

“The market has spoken: the new generations are looking for other things and adults… well, you remember it fondly, but you are too embarrassed to ask for it in public”the brand pointed out. “Shyness has won over sales. Punky leaves us. Take flight. Thank you for so many summers”.

The Punk movement returns

The publication sparked conversation on social networks, with hundreds of users expressing their rejection of the company’s decision and requesting, through comments on social networks, its return to the menu of kiosks and bars. The movement caught the attention of users, but also influencers, content creators or other brands. “Come on man,” they commented from the Jumpers account; or “There is nothing left of yesterday’s world” was the comment of the creator Peldanyos.

La Menorquina’s decision to discontinue Punky even incited a social movement that, in reality, was part of the company’s own strategy. Through the profile of the actor Marc Pujol, the account “Punky returns” was created, which for days was publishing videos in which, disguised as Punky, he demanded in different ways the return of ice cream.

In parallel, a petition was even promoted through the Change.org platform, requesting 10,000 signatures to “make react“to the company.”La Menorquina has decided to murder Punky Erased, eliminated, disappeared. But what joke is this? In which air-conditioned office have they decided that summer is over forever?“, says the text of the petition. “Punky is not an ice cream more than an Excel. Punky is sacred. If we let a Shareholders’ Meeting decide that our CHILDHOOD has expired… what will happen next? Ban the smell of the sea? Discontinue the nap? Sign, share, resist“, they asked.

A few days later, the brand presented its new poster, with up to 15 new ice creams and the redesigned logo. However, from the account they called to “continue putting pressure” on La Menorquina to reverse the decision to eliminate Punky from the catalogue. “Look at the comments, the people want Punky to come back” or “Don’t ignore the comments, listen to the people” were the calls launched from the “Punky returns” account.

Finally, La Menorquina announced the return of the popular ice cream to the kiosk lineup, and revealed that it was a marketing campaign. He did so in a fun video starring the aforementioned actor and the company’s team members who, to the rhythm of a gospel song, expressed his obsession with the product in different ways.

La Menorquina renews its image and catalog

In this way, La Menorquina has announced the return of Punky to its iconic ice cream lineup after 19 years of absence. Along with it, the company has presented new products for this season, including an almond-shaped almond, a heart-shaped raspberry bonbon, five lollies (coconut, lemon, red fruits, Cacaolat and mango-passion fruit), or a pistachio cone.

In addition, the poster includes the renewed visual identity that, like the poster, is inspired by the brand’s aesthetics during the 90s, but reviewed from a contemporary perspective. The new image, which will be progressively activated in packaging and points of sale, seeks to convey La Menorquina’s commitment to innovation, quality and local ingredients, which it considers essential elements of the ice cream trade; while trying to project the Balearic company into the future. It has been worked together with the Not Found agency.

“We maintain the artisan spirit and, as our founder, Fernando Sintes, did so many times, we dare to try new forms and flavors with which we will continue to contribute to our purpose of being ambassadors of a lifestyle and a local gastronomy with a global vocation.“, commented Iván Leal, CEO of La Menorquina, in a statement.

The entire strategy has boosted the visibility and notoriety of the brand over recent weeks. According to the brand in a statement, the “Punky Volver” account has achieved 54 million views of its videos, with 9 million people reached and more than 300,000 reactions to the published content.

La Menorquina, sponsor of Mallorca

On the other hand, the company has announced its sponsorship of RCD Mallorca for the remainder of the season, adding the character of Punky to the mascot of the Balearic club Dimonió. What’s more, both star in the audiovisual piece with which the agreement has been communicated, hinting at the beginning of a conflict between the two. “Punky arrives on loan from La Menorquina after mobilizing a community to bring back vanilla ice cream. He comes to help us to heat up our hell even more. He will accompany us as a mascot until the end of the season as player number twelve and Official Sponsor.”they have commented from the club.

All of this would mark the beginning of a new stage of communication with which the brand seeks to accompany the growth recorded in recent years. As explained, La Menorquina has grown at 15% annually since 2019, with a turnover of 131 million euros in 2025. In addition, in February it announced an investment of 15 million euros in a new production line, with a view to increasing its manufacturing volume by 10 million liters per year.