Cornetto readies push for snack market

Unilever is to extend its Cornetto brand as a snacking product with the launch of several new flavour variants next year as part of a wider push to establish the ice-cream as a year-round brand. 
Cornetto’s push into the snack market is part of its wider marketing strategy to establish itself as a year-round brand.

The food-maker is planning to Cornetto ice-cream in snacking sizes and is also developing a range of flavours that will see it have a more diverse group of variants.

The push also aims to give the brand a more youthful appeal, particularly in the UK where it has a strong older following nostalgia for snacks of their youth.

The move is in-line with the ice-cream brand’s global revamp taking place this year. The Carter Wong Design created-new look is being rolled out globally through a new global advertising campaign introducing the strapline ‘Enjoy the ride, love the ending’.

Brigitta Holland, brand manager for Cornetto in the UK, says the revamp of the ice cream brand over the next 12 months aims to portray its “carefree and light-hearted personality”.

She adds: We’ve revamped the entire Cornetto range specifically for this target audience and anticipate it will drive excitement into the out-of-home and in-home markets by appealing to teens everywhere.

Additionally, it has a launched a Mix-Mini packs range to encourage people to share in response to rival brands moving away from focusing on just one consumer to open up new snacking categories.

Elsewhere, Unilever is promoting the latest phase of its PG Tips ‘Catch Up Cuppa’ campaign with a light-hearted TV advert. It runs throughout April and features brand ambassadors Johnny Vegas and Monkey singing The Supremes ‘Ain’t no mountain high enough’ as they travel home to have a cup of PG Tips.


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