Why is this work relevant for Integrated?

Wall’s Cornetto Love Rose Peachy Milk wanted to become the conversation, and challenge traditions of giving roses on Valentine's Day. This was as a new product development (NPD). To achieve this ambition, the product launched across multiple challenges, leveraging both traditional and digital media to reach a young Thai audience. To change traditions we couldn’t just rely on a single channel of communication, we needed to be a part of social conversations.

Background

The last two years, the cone ice cream format became predictable and less enticing. Market share for cones decreased as we witnessed an increase in innovation in the sector with several NPDs launching, stealing share away from cones with new and exciting ice cream formats. Two years ago compared to last year, the cone segment dropped -7% and when comparing last year to this year there was an increase +3%. The brief was simple, create excitement, lead conversation and win back market share. We had just the ice cream cone for that. A new unique format for Cornetto was developed: a rose shaped ice cream cone that came in peach and milk flavor. It was the first of its kind for Cornetto and the first rose shaped cone ice cream in Thailand. We knew the perfect time to launch it to create a huge impact in the market.

Describe the creative idea

Love is rose and Cornetto is the new rose. Our thematic film portrayed the life of a high school boy in love. As the traditional storyline unfolds with his competition being the high school jock, who had all the right moves to win over the girl with roses — but fails. Our high school hero, then offers the girl a new kind of rose, Cornetto Love Rose, and wins her heart. Hence, the tradition has changed. Other creative assets in the campaign stressed on changing traditions.

Describe the strategy

Cornetto is a brand about love that encourages lovestruck teens and young adults to overcome their hesitation and awkwardness and express their true feelings. The brand's positioning inspired us, resulting in a rose shape ice cream. We intended to hijack Valentine's Day, bring a whole generation with us; teens and young adults 14-24. GenZ celebrates Valentine’s Day on February 14 and giving roses is a common practice but expensive. Local wholesale prices can shoot up from 10 Thai Baht to 80 - 100 Thai Baht during Valentine’s Day. Teens most likely get allowance from their parents and a first jobber fresh graduate would be making around 18,000 - 20,000 Thai Baht per month. We wanted to remove this pain point without taking away the gesture of giving a rose to your Valentine and we believe this Generation is ready for a new tradition, their own tradition, a new rose.

Describe the execution

TVC first launched to build excitement and buzz around challenging the traditional rose with an Ice Cream, and ran from January until end of March 2021. Valentine’s Day would be proof of success. The campaign ran until after Valentine’s Day to remind GenZ’s they can give a rose any time. We partnered with Grab Food, placed in-app banner ads to send boxes of “I Rose You”, packed with Cornetto Love Roses. As Valentine’s Day approached, we reached GenZ on social media by launching digital assets on Facebook, Instagram, Twitter and YouTube with precision targeted ads. We partnered with 50 micro KOLs, 11 food pages,12 fan pages to help drive the conversation. On Valentine’s Day, we launched YouTube & Twitter ads, which ran until the end of February. In March, as we wrapped up the campaign, we blasted ads on DOOH throughout Bangkok & Grab Food delivery bags.

List the results

Results exceeded expectations, achieved some of the highest ever for Cornetto. -TV had highest reach of 13.7M. -Digital & TV combined achieved total reach of 19.6M. -Twitter launched on Valentine’s Day beat Thailand's benchmark (a benchmark of 14.9M measured by Twitter Thailand) with 17M+ impressions & 2M+ video views. -1M+ cones sold in Feb’21 (uplift base of Cornetto Cone +25%). KOLs had great results for the campaign as well. -Total reach with our KOLs achieved 29M (vs KPI 12.4M) -904k VDO views. -Total engagement of 2.7M. Our product gained highest market share 3.1% nationwide and 5.4% in CVS. It was the highest of all ice cream NPDs in the past 3 years. -Gained +240bps market share to the portfolio in the first 3 month period vs the previous period. - Cornetto Love Rose gained fastest trial rate of all Cornetto ice cream cones in the past 5 years.