How do you eat your Cornetto Mini?

Sean Ong

Campaign details

Brand owner: Unilever Asia
Agency: Lowe and Partners Thailand
Brand: Cornetto Mini
Country: Indonesia
Channels used: Internet – microsites, widgets, Online video, Social media, Television
Media 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 with the aid of celebrity, and expanded it on social media to such an extent that the sales decline was reversed and market share regained within one month.

The challenge