That familiar freckled-face boy who in the 1980s personified the Payco ice cream brand is making a comeback, as parent company Payco Foods Corp. announced Tuesday the relaunching of its line of creamy frozen treats that were a favorite among Puerto Rico consumers back then.
The revival of the brand that had been absent from supermarket freezers for the better part of the last decade comes with a $1 million investment in advertising and positioning, Francisco Frei-Parada, executive director of Payco Foods Corp. said during a news conference at the Luis Muñoz Rivera Park.
“Today is a memorable day because after many years, we’re relaunching our Payco flagship brand. In the eighties, Payco joined thousands of Puerto Rican children in their moments of joy, fun and sharing,” he said. “For us, these are the same emotions that best describe our product. Through our brand, we want those children, now adults, to go back and experience those sensations that bring so much satisfaction to people and also transmit it to their children.”
The re-launching of the brand is based on three pillars — price, quality and nutritional value — he said. The ice cream will be available in five flavors, vanilla, chocolate, cookies and cream, chocolate chip and Neapolitan and in three sizes: 48, 56 and 128 ounces, Frei-Parada said.
“We wanted this product to, aside from being accessible to the public in terms of price, to also have nutritional value, therefore, each half-cup serving of Payco ice cream contains 110 calories or less,” he said, noting the 48-ounce container carries a suggested retail price of $4.29.
For the advertising campaign that couples the re-introduction of the Payco ice cream lineup, the company will depict a modern version of “Paquito,” the character who gave the products their authenticity. The company is even revisiting its old slogan “Si no tiene la carita, no es Payco de verdad,” (If it doesn’t have the little face, then it’s not really Payco.)