Unilever’s ice brand Wall’s has sunk its biggest investment to date into a new £10m masterbrand campaign.
The campaign sees a move away from direct support for sub-brands like Twister, Cornetto and Solero, and puts the Wall’s red heart logo front and centre of activities.
A Wall’s ice-cream freezer, called Wallie, also plays a leading role. A new TV ad sees Wallie come to life and spread joy and refreshment around a city on a hot summer’s day, leaving people with a ‘Taste of Happiness’.
Freezers and logos aside, the campaign also spotlights a selection of the brand’s most popular products, such as Cornetto Classico, Twister Mini and Solero Exotic. It also showcases some newer lines, including Twister Zingerrr, Twister Berrylicious and Cornetto Soft.
Alongside the TV ad, the campaign includes digital, social media, podcast, radio, POS, in-store and out-of-home activities.
Louise Morley, Wall’s Marketing Manager at Unilever, commented: “The new campaign champions the Wall’s Masterbrand, fronted by the famous red heart logo, an iconic part of British culture. Wall’s has been delivering ‘A Taste of Happiness since 1922’ and the brand will look to reinforce this message during our biggest-ever marketing campaign.
“Now is the perfect time to showcase the strength of the Wall’s heart, using this activity as a platform to drive awareness and accelerate further category growth.”
