Unilever, Birds Eye Wall's Vienetta
Brand Name: Unilever, Birds Eye Wall's Vienetta Product Type or Description: Ice creamCategory for this Entry: Major change of strategy for existing products or servicesCampaign: Birds Eye Wall's Vienetta
MARKETING SITUATION
Key points
Primary strategic task relaunch the Viennetta brand to a new generation of foodshopper, updating the communication of the brand values in such a way as to revive the brand's specialness and desire to retry
McCann Erickson major consumer insight. even for lapsed users and rejecters, once you see Viennetta you want to...