Challenge:
The campaign’s challenge was communicating the value for money story to the youth without compromising the quality attributes of the product and achieve a 40% growth for the brand.
Solution:
Position Selecta Cornetto as the simple yet gratifying everyday indulgence. This strategy allowed us to talk about affordability and by benchmarking Selecta Cornetto against products the teens want but cannot afford in a humorous way,
we made the idea of affordability desirable among teens.
Results:
With a powerful idea on how to talk to teens in language they understand, we transformed a brand TV ad into a shared youth experience. Selecta Cornetto had a following of teenagers, who created their own online content about the brand and its advertising that eventually reached a total of 250,000.00 fans and generated 120,000.00 hits.
As for the marketing results, Selecta Cornetto surpassed its target and posted 86 % growth by the end of 2010.
