Goodbye Serious: How social sells Wall's Ice Cream
Rob Isaacs
Campaign details
Brand owner: UnileverLead agency: adam&eveDDB & TMW UnlimitedBrand: Wall's Ice CreamCountry: United KingdomIndustry: ConfectioneryChannels used: Earned media, buzz, Internet - display, Mobile and apps, Online video, Outdoor, out-of-home, Social media, TelevisionMedia budget: 1 - 3 million
Executive summary
This case study describes how Wall's ice cream was marketed to younger Britons by focusing on reach rather than engagement and by having eye-catching, smartphone-friendly material ready in advance for when the sun was out.
It ought...