CORNETTO RED

TitleCORNETTO RED
BrandUNILEVER
Product / ServiceCORNETTO
CategoryC01. Integrated Media Campaign
EntrantMINDSHARE Singapore, SINGAPORE
Advertising Agency LOWE Bangkok, THAILAND
Advertising Agency 2 ARCADE Singapore, SINGAPORE
Media Agency MINDSHARE Singapore, SINGAPORE
Entrant Company MINDSHARE Singapore, SINGAPORE

Credits

Name Company Position
Mikael Christenson Mindshare Asia Pacific Regional Director

Results and Effectiveness

Cornetto regained its “cool”, reconnected with teens and turned declining sales into growth; a staggering +26% in Indonesia and +8% across South East Asia. Over 90M Cornettos sold - Taylor Swift limited edition variant driving 1/5th total sales. +1,000 artists generated collective content, entering the competition, and +340,000 votes. Cornetto was the talk of the town; 400’000 new Facebook fans tripling monthly unique reach, a 500% uplift in monthly engagements; with +917 million campaign impressions to date and counting. Cornetto had won back the hearts (and mouths) of these consumers - a connection that would last well beyond the music.

Creative Execution

Cornetto RED was executed through 3 core ingredients; 1. Taylor Swift's superstar tour to excite them 2. Cornetto Ride to Fame, an online & on-Ground talent competition where teens were the stars and judges selecting the opening acts for her concerts 3. Launch of 3 limited Edition Cornetto’s alongside the brands biggest ever on pack promotion, where every Cornetto feature the RED tour and equaled a chance to win. The campaign kicked off with a personal message from Taylor launching her tour and inviting teens to get involved through the Ride to Fame competition. Cornetto painted the town red with messages, from on-pack and POS through to TV, OOH and digital channels directing teens back to one integrated campaign hub and to our events. where every interaction, from code redemption to participation could take them to meet Taylor herself.

Insights, Strategy and the Idea

Across South East Asia Teens have long been enjoying Cornetto; however with new players successfully entering the category Cornetto had lost its “cool” and year-on-year sales were declining. The brand needed to regain the hearts and mouths of this important audience. Music is the most potent passion point for this audience, and Cornetto served teens the ride of their life by creating a campaign with music and engagement at it’s heart - centered around bringing Taylor Swift’s RED tour to Asia for the very first time. Enter Cornetto RED - bringing to life Cornetto's new positioning 'Enjoy the Ride, Love the Ending'.