Cornetto and Unilever: The ghost is calling

This case study explains how Cornetto, the ice cream brand owned by Unilever, used a ghost related content to build relevancy with young people in Malaysia.

Cornetto and Unilever: The ghost is calling

Campaign details

Brand: Cornetto and UnileverAgency: Mindshare MalaysiaCategory: Brand AwarenessRegion: APAC

Objective

In snacking, being generic and local has become the 'in' thing. Now that is scary for an international brand like Cornetto. Consumer trends show that the youth in Malaysia are moving towards normal (dare we say boring?) snacks. How could the brand become more relevant to their young consumers in Malaysia than dull local snacks?

Target audience

Looking for attention? Fear is always a great driver. Ghost stories are highly popular among the Malaysian...

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