Getting the long tail wagging again: How Wall's said Goodbye to a serious business challenge

This case study shows how Walls, an ice-cream brand in the UK, created a child-like humorous campaign to increase sales.

Getting the long tail wagging again. How Wall's said Goodbye to a serious business challenge.

Principal authors: Les Binet and Sarah Carter, adam&eveDDB

Overview

Faced with the twin forces of globalisation and marketing efficiency, companies increasingly focus media firepower on fewer, bigger brands. The brand portfolio spotlight rarely falls on the brands left behind.

Until now.

This is the story of how a new communication model grew volume and profit from previously neglected brands in the Wall's ice cream portfolio.

This was not the traditional, TV-led, big spend, single brand support model exemplified by global brand Magnum. Rather, we...

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