Cornetto: The new symbol of love 2.0 Ruchir Bajoria Source: WARC Media Awards, Entrant, Effective Channel Integration, 2017 Downloaded from WARC Cornetto, the ice-cream brand, increased sales in India by connecting with young people in a series of campaigns...
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Cornetto: The new symbol of love 2.0 Ruchir Bajoria Source: WARC Media Awards, Entrant, Effective Channel Integration, 2017 Downloaded from WARC Cornetto, the ice-cream brand, increased sales in India by connecting with young people in a series of campaigns focussing on friendship and love across social media, digital and events. Cornetto wanted to increase its sales by 10% year-on-year by increasing the ice-cream cone segment, of which it was the market leader. It brought to life its 'Show you love. Share a Cornetto' brand proposition during the Durga Puja festival by inviting friends to measure their heart rates and try to get them to match in order to win a prize. A series of Valentine's Day campaigns also helped to bring people together by encouraging them to share photos with a hashtag and videos showing relatable text conversations. Spontaneous awareness of Cornetto increased by 330 BPS, and sales by 17%. Campaign details Brand: Cornetto Brand owner: Hindustan Unilever Lead agenc
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