UK | 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.
In the UK, nine in ten consumers will buy an ice cream between July and October. In Italy, which accounts for 28 percent of Europe’s total ice cream sales, substantial volumes this spring have seen the industry predict 2024’s sales increase by six percent.
In India, which enjoys an average of 300 days of sunshine a year, it has been forecasted that 2024’s sales will increase 30–40 percent above ice cream purchases made in 2023.
According to Nielsen, the demand for branded handheld ice creams like Cornetto has grown 2.5 times faster than the total branded ice cream market. Impulse ice cream purchases are expected to reach $43 billion in 2024.
For Cornetto, it’s about consumer experience, which is at the heart of its new ‘Unwrap It’ summer campaign.
“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,” said Barbara Scala, Global Brand Lead for Wall’s and Cornetto.
Many consumers associate Cornetto with the Classico, with its distinctive white logo on a blue background. The unwrap ritual and irresistibility of the product are also core elements.
“This campaign is all about driving anticipation and returning to the foundations of its desirability, where the product unwraps the key moment and nothing else matters.”
New pack designs have also been rolled out across 80 of its key SKUs. These feature the product being unwrapped, with the imagery shot in the same style as the campaign.
Point-of-sale materials for supermarket freezer cabinets also leverage the blue-and-white visual identity of the Classico and the wrapping ritual.
“We’re building back the desirability for a well-loved product. For us, that’s the consumer’s experience of unwrapping a Cornetto. It’s a distinct brand asset. We also considered what an ‘unforgettable Cornetto moment’ could mean to different markets. This has helped ensure the campaign is tailored and locally relevant and ultimately works to drive consumer engagement.”
In Europe, for example, the ‘Cornetto Unwrap’ moment signalled the start of summer, while in Asia, it has been associated with a moment of connection with friends. To reach out to Gen Z consumers, the brand collaborated with K-pop superstar Cha Eun-Woo to launch the campaign with the tagline ‘Once you Unwrap, you can’t go back’.
In India, another core market, Cornetto, has become famous for being the original ice cream brand that came in a cone with a fun and straightforward tagline, ‘Unwrap the OG’.
“In pre-testing, TV commercials for our ‘Cornetto Unwrap’ campaign received the best scores we’ve ever seen for Cornetto in all our key markets, Indonesia, India, Turkey and Italy. We believe we’ve stepped up the brand’s appeal.”.
In Q1 of this year, the brand enjoyed single-digit growth and positive volumes. With strong consumer engagement and by making its products truly unmissable, the aim has been to ensure Cornetto has a good summer and to future–proof an ice cream icon.
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