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.