How do you eat your Cornetto Mini?

This case study describes a campaign to launch a new flavour variant from Cornetto Mini, the ice cream brand, in Indonesia which targeted teenagers.

How do you eat your Cornetto Mini?

Sean Ong

Campaign details

Brand owner: Unilever AsiaAgency: Lowe and Partners ThailandBrand: Cornetto MiniCountry: IndonesiaChannels used: Internet – microsites, widgets, Online video, Social media, TelevisionMedia budget: 1 – 3 million

Executive summary

In 2012, Cornetto Mini ice cream introduced a new flavour variant, for which a successful launch with the teen market was critical in order to turn around declining sales and market share. This is the story of how Cornetto established its 'Mini finger-tutting' trend through TV and online, exploded it...

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