Food Products

The Shortlist
CAMPAIGN
Cornetto Red
AGENCY
Mindshare
CLIENT
Unilever/ Cornetto
BRAND
Cornetto
DETAILS
Cornetto had been a much-loved brand in the past, but with the entry of new competitors, it had lost its cool. For the first time Cornetto suffered a serious sales decline of 6% across the region, with teens turning their attention and cash to power their mobile addiction.
 
Cornetto knew that to win back their love – it needed to do something different – so Cornetto RED became the brands largest ever multi-market activation - giving teens the entertainment and social experiences they crave – through a partnership that brought one of the region’s most popular artists - Taylor Swift - to South East Asia for the very first time.
 
Cornetto RED was much more than just a tour sponsorship. Ride to Fame - a truly collective experience – launched next where teens competed and decided the opening act for Taylor’s sold-out tour. Cornetto also released a Limited Edition RED Cornetto and six collectable lids tempting teens to trial – and repurchase. Each lid with a unique code - the key to connect with the digitally integrated hub where teens could vote for the opening act, win tickets or even meet Taylor Swift herself - the more codes you collected, the bigger your potential reward.
 
The results? At a time when new competitors had been eating away market share – Cornetto successfully regained its cool. Over 90 million Cornettos were sold – increasing sales by 8% across the region, and a staggering 26% in Indonesia. More than 1,100 artists generated collective content in the Ride to Fame contest. Facebook fans tripled and campaign impressions topped over 917- million.
 
Cornetto was cool again – making a connection with teens that would last well beyond the music. 
CAMPAIGN
Love In 8 Seconds
AGENCY
PHD Media
CLIENT
Unilever
BRAND
Cornetto
DETAILS
Over the past 4 years, Cornetto has more than doubled its business to become market leader. Much of the brand’s success stems online digital content franchise “Dive Into Love” started in 2011 and continuing every year. In 2011 the campaign started as online only and micro movie drama series only. By 2013 Mobile video as reach multiplier was added. And by 2014, with the explosion in Mobile usage for social sharing, self expression and communication, Cornetto went beyond simply inspiring it's audience to enabling them to express love. 
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