Cornetto’s brand proposition encourages special friends to “Show your love, Share a Cornetto”.
Cornetto the market leader in Ice Cream Cone Segment wanted to bring alive its brand proposition and drive engagement with these special friends to increase brand love.
Best friend, bestie these are many names people give to “Special Friendships”. Many a times, that special someone is more than just a special friend. But often we are hesitant to speak up & confess our affection. Confession of love to a “special friend” can often be an overwhelming experience. Added to this is the complexity of living in a digitally enabled world where face-to-face social interactions are minimal. Cornetto is a youthful and vibrant brand targeting millennials living in technology enabled world. According to MTV youth study, “this generation is hyper-active, hyper- connected, hyper-layered & hyper-current”. Positioned as the 'New Symbol of Love', we had to perform actions consistent with our ideology by adopting new ways of communicating our promise to connect with the millennials.
Love and dating is an important part of their life, however most of their interactions are on social media. This makes them often feel intimidated by the moment of realization when a friendship has progressed beyond being just platonic. The fear of rejection causes great hesitation often stopping them from ‘SHOWING THEIR LOVE’! Cornetto, through its communication or activations has often played the role of an enabler for such ‘special friends’. Cornetto targeted this awkward moment releasing a series of 14 short videos in association with terribly tiny tales showcasing life like chats between special friends overcoming their hesitation and encouraging others to follow suit.