Walls: IC Now Grab The Happiness

Walls, an ice cream company, increased sales during the 2020 COVID-19 lockdown in Malaysia by shifting its advertising towards home consumption.

Campaign details

Brand: WallsBrand owner: UnileverEntrant company: Mindshare Malaysia, Kuala LumpurMarket: MalaysiaSector: Dairy products, fats, oilsMedia channels: Social mediaBudget: Up to 500k

Executive summary

The Challenge: With the environment being so different from pre-COVID vs COVID times, how Walls Ice-cream as a brand tackled this and maintain our operations through the crisis, and prepare for growth in a new normal.

The Insights: Ice cream has under-utilized e-commerce channels in the Asia Pacific, particularly in emerging markets. Lagging logistics capabilities and geographical factors have made it challenging to...

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