Wall's: Pemilan Mobile Campaign

Wall's, an ice cream brand, leveraged Indonesia's presidential elections to relaunch two of its confections.

Campaign details

Brand: Wall'sAgency: Mindshare IndonesiaRegion: APAC

Strategy

Objective

Here's the scoop: Wall's, an ice cream brand by Unilever, was relaunching two of its nostalgic confections, Apollo and Calippo, in the Indonesian market.

Playing in the impulse-purchase ice cream category where new launches are often done to heighten buzz and sustain sales of the larger brand, Wall's wanted to replicate the success of its Asian Games 2018 Gold Spirit campaign.

Recognizing the power of leveraging emotionally charged events to deepen the relationship with consumers, Wall's wanted to raise brand awareness of Apollo and Callipo, and...

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