Different markets have different taste preferences, but the joy of unwrapping a Cornetto ice cream is universal.
Cornetto has made this ritual the star of its summer campaigns globally, to celebrate a product experience that unites everyone.
👉 Cornetto Classico: leveraging an icon
“Cornetto is an ice cream icon that delivers a delicious multisensory experience. Its creamy ice cream crown, crunchy cone and chocolate tip have been around for more than 60 years,” says Barbara Scala, Global Brand Lead for Wall’s and Cornetto.
Many consumers associate Cornetto with the Cornetto Classico. It’s a global bestseller. And the brand has made the ice cream, with its distinctive white logo on a blue background, the star of its campaigns across all markets.
The unwrap ritual and irresistibility of the product are core elements too. “This campaign is all about driving anticipation and going back to the foundations of a Cornetto’s desirability, where the product unwraps the key moment and nothing else matters,” Barbara says.
👉 Tailoring Cornetto moments for local markets
“We also looked at what an ‘unforgettable Cornetto moment’ could look like to different markets. This has helped ensure the campaign is tailored and locally relevant, and ultimately works to drive consumer engagement,” Barbara says.
“In Europe, for example, the ‘Cornetto Unwrap’ moment signals the start of summer,” she says. “It’s that feeling of walking on the beach to the sea for the first time. So, in markets like Italy and Turkey, our tagline is ‘Unwrap your summer’.
“In Asia, Cornetto is associated with a moment of connection with friends. To reach out to Gen Z consumers, we collaborated with K-pop superstar Cha Eun Wu to launch the campaign with the tagline ‘Once you Unwrap, you can’t go back’.
“In India, another core market, Cornetto is famous for being the original ice cream brand that came in a cone, so in this market we kept our tagline fun and simple. It’s ‘Unwrap the OG’,” Barbara adds.
