Campaign details
Brand: CornettoBrand owner: UnileverLead agency: PHD ChinaContributing agencies: Isobar ChinaCountry: ChinaIndustries: Dairy products, fats, oilsMedia channels: Content marketing, Mobile & apps, Other & ambient media, Social mediaBudget: Up to 500k
Executive summary
Cornetto’s sales had recently flat-lined in China. With a growing list of competitors fighting for share of mouth during China’s summer season, Cornetto needed to overcome temperature-dependent communication and outperform its extensive competition.
To make matters worse, Cornetto was also losing affinity with its target audience of Chinese teenagers who were now displaying complex...