Cornetto unilever case history

When a Flop became a Boom

1. A global Ice CreamFirm–Case History
Whena
Flop
becamea
Boom

2. A Brand forourIce Cream
TodayeveryonerecognizethisBrand whenwegoaroundtheworld.
Theydoesn’t need to knowtheforeignlanguage.
Theessential isto seethis:
In a freezer, ona listorona little Flag
Youknow that youcan findyour:
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3. AN ICONIC PRODUCT
Do youknowhowolditis?
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57 57 57 57
Summers Summers Summers Summers
together together together together

4. Do youknowthestoryaboutthisproduct?
TodaythisIce creamisfamousin everywhereallpartsof t heworldwhere
Unilever opereates. We can findCornettoaroundtheworl d… butcertainlywe
can’tsaythatItwasbornlikea success.
Thebirth
Cornettowasbornin Italy, in a typicalIce creamparlo rof
Naples, GelateriaSpica, in 1959.
Theownersof thisIce creamparlorpatentthisproduct.
Theproductwasgenuine butitssuccesshadbeenwaiting.
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5. Cornettowantedto be anadolescent
In 1976, Unilever acrossAlgida,anitalianold company,
boughtthelicence.
Algidalaunched
Cornetto
in thenationalmarket, Itcarried
outthislaunchwitha strongTV advertisingcampaign.
Thetarget of thatadvertisingcampaignwasdirect:
“CornettoistheIce Creamof youth”.
https://www.youtube.com/watch?v=06oYwV9cli8
Immediatly Cornetto seduced the heart of italian people.
The claim was“Cornetto Algida, cuore di panna”
“Cornetto Algida, a heart of cream”
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6. Growup together
Cornettowasa summer synonymof Vacation,
adolescent lover, friends.
And itgrewnwithitslovers, in Italybutalsoin Europe.
Duringthe 80’s Unilever launchedCornettoin Europe.
Itwaspresented as anItalianIce Cream, and the
advertisingused classicitaliansongslike“O sole mio”.
Cornettothanksto Uniliverseduced alsoallcountrieswhe re
Unilever prduces.
Itwascomercializein foreigncountries, itwasincorpor atedin the
offerof the otherbrands, and thenameremains
Cornetto
.
(Miko, Wall’s, GoodHumor ecc.).
Everycompany witheverybrands.
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7. A brand–more name
Duringthe’90s Unilever beganto unifythedifferentBra ndsundera common
ideogramwithoutchangingthelabels.
Infact until 1998 each country had a ideogram, inst ead in this year
Unilever decided to unify in all countries. Unileve r selectied the famous
Heart-shape. At the start it was red on yellow in 2003 it changed it’s
white on red.
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8. Unilever Brand in theworld
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9. A global Ice CreamFirm–Case History
Withlove
From
Italy…
Antonio Augusto Massimo Bellantonio [email protected]