Cornetto: My Fairy Tale

Cornetto, an ice cream brand, launched its new product Unicornetto in Turkey by reversing the stereotypical fairy-tale tropes of women passively waiting for love.

Campaign details

Brand: Cornetto // UnileverAgency: Medina Turgul DDBRegion: EMEA

Strategy

Objective

Cornetto has launched an innovative new product every summer. "Unicornetto" was the latest product we were going to announce to the consumer for summer 2020. Our main goal was to ensure that consumers tasted this new product with a "unicorn" concept, arising from its name and colourful appearance, and to get people talking about Cornetto all summer. We had to make this ice cream product, which in earlier years had been loved by youngsters around the world, appeal to young people in Turkey....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands