Unilever Ice Cream & Frozen Food has unveiled a £6.5m marketing campaign for Wall’s to support launches across its Cornetto and children’s ranges.
New this season is a caramel variant of Cornetto, available in impulse and out-of-home channels in packs of six (rsp: £2.29) and singles (85p).
A TV, radio and cinema advertising campaign will support the launch from May.
The company is also hoping to reverse the decline in its Calippo brand, which dropped 3% in value last year [ACNielsen 52 w/e October 1, 2005]. Its first dual-flavoured offering, Strawberry & Tropical Calippo, will replace the standard strawberry variant and is expected to appeal to children. It is being launched in a six-pack of mini lollies (£1.79) and in 105ml singles (65p).
To further appeal to children, Unilever has also created a Spongebob Squarepants orange & cola ice lolly and a strawberry & lemon Ice Jet novelty lolly. Its stick doubles as a water shooter once the lolly has been eaten.