Cornetto (Unilever), Dive into Love, PHD Shanghai
Unilever’s Cornetto ice cream cone brand leads the market with a 40% share and has a long marketing association with “love.” To stay strong in China-- a market of only children where boys outnumber girls as much as 4 to 1, they needed to bring the idea of romance to life in engaging ways. The “Dive In & Discover Your Love Quadrant” campaign helped youth deal with the four different types of love (material, fearless, no true love and unrequited). The brand created a 38-minute film shared as four different episodes on China’s leading video portals – Youku and Tudou. By the end of the campaign, more than 320 million online video views were generated, brand awareness increased 10% and sales rose 34%
