The activity confirms the ice-cream’s rumoured deal with the singer, who has never been shy about telling her fans how much she loves the brand. It is Cornetto’s first tie-up with a celebrity as it steps up efforts to resonate with teenagers through branded content.
Allen has posted a 14-second film on Instagram, showing her singing the infamous song into a Cornetto fashioned as a microphone. The video is accompanied by the words “Brought to you by @Cornetto #sharethelove”.
The “Sheezus” singer will also appear in one of six films depicting the ups and downs of teen love. Released later this week, the “40 love” film sees Allen play Cupid in a love story between a female tennis player and a lines woman. The films are inspired by insights from teenagers.
Cornetto, which has deep-rooted ties to romance, has focused its positioning on teens over the past 12 months through a global campaign spanning TV, social media and print.
Ben Curtis, senior brand development manager at Cornetto Global, says; “Following the enormous global success of last year’s launch of Cupidity, we wanted to extend the series; bringing to life an even wider range of teen love stories than ever before. The films bring to life perfectly our brand tagline Enjoy the Ride, Love the Ending as they depict the unpredictable ride of teen romance. We hope people all over the world enjoy watching and sharing them.”