Bangkok--18 Feb--Aziam Burson-Marsteller
Cornetto, one of the world’s most iconic ice cream brands, has kicked off its ‘Cornetto Ride’ global music marketing campaign to excite Thai fans, sponsoring the iconic seven-time Grammy award-winning singer/songwriter Taylor Swift’s first-ever concert in Thailand and the ASEAN region, as well as launching delicious, limited-edition Cornetto Taylor Swift Blackforest Red ice cream.
According to Mrs. Supattra Paopiamsap, Vice President, Home Care, Food and Ice Cream for Unilever Thai Trading Limited Company, “We are very excited and honored to be sponsoring Taylor Swift’s first-ever concert in Thailand. This is part of Cornetto’s global move to leverage music as a general language to connect with consumers. We chose to partner with Taylor Swift as she is an iconic, world-class and internationally-renowned artist known as today’s ultimate storyteller and songwriter and is a seven-time Grammy award winner who has also received over 150 industry awards. Through this partnership, we aim to encourage Thai fans to dive into love, be brave and courageous, face up to social challenges and express them in a positive yet creative way, just like Taylor Swift does with her songwriting and performances.”
Hottest marketing campaign offers Thai fans an exciting chance to participate in Taylor Swift’s concert and win limited-edition merchandise
Taylor Swift’s first-ever concert in Thailand, “Taylor Swift in Bangkok Presented by Cornetto”, will take place on 9 June 2014 at Impact Arena, Muang Thong Thani. As an official sponsor, Cornetto has prepared lots of cool activities including the “Ride to Fame” contest to inspire Thai musicians to get a chance to perform for Taylor Swift’s fans before her concert. Whether you have previously performed in front of screaming fans or only in front of a mirror at home, the Ride to Fame contest offers Thai performers their biggest audience yet and the chance to embark on the ultimate ride of their life. Contestants simply need to upload their performance clip onto YouTube and put the link to the video onto the Cornetto Facebook page at www.facebook.com/CornettoThailand, starting this March.
Get ready to participate in Taylor Swift’s hottest concert by enjoying limited-edition Cornetto Taylor Swift Black Forest Red ice cream during this summer. It comes in vibrantly-colored packaging with six collectible Taylor Swift lid designs. Consumers have a chance to win a wide range of Cornetto Taylor Swift limited edition merchandise every week, including Taylor Swift concert tickets, Cornetto Red Sets, cool sunglasses, and many other prizes worth more than 3.1 million baht. To be eligible to win a prize, consumers can send an SMS containing the letters CN followed by the eight digits under the Cornetto lid to 4642333 or go to www.facebook.com/CornettoThailand. The promotion runs until 28 May 2014.
The “Cornetto Ride” campaign builds upon previous Cornetto music campaigns over the past few years but now in a much bigger way with the first-ever global music campaign to connect teenage audiences with the Cornetto brand. To promote the campaign, there will also be comprehensive marketing communication activations including TV commercials which will air 1st March onwards, as well as unique out of home media including bus wraps and outdoor LED screens plus the coolest social and mobile media campaigns.
Taylor Swift’s Tour Presented by Cornetto is scheduled to perform in Thailand and other countries in Southeast Asia. The tour will kick off in Jakarta, Indonesia, on 4 June before heading out to play in Manila, the Philippines on 6 June. Taylor will then travel to Bangkok, Thailand for a show on 9 June followed by a show in Kuala Lumpur, Malaysia on 11 June and in Singapore on 12 June.
“The Cornetto Ride experience is now underway with the delicious, limited-edition Blackforest Red ice cream flying off the shelf. Fans all over Southeast Asia are sure to love the ending with all the incredible prizes on offer; so once again, we encourage you to Enjoy the Ride. Love the Ending! We believe the campaign will strengthen Cornetto’s brand positioning as the most admired ice cream brand among Thai teenagers,” concluded Mrs. Supattra.
From the creamy red rosettes and chocolate flakes to delicious chocolate ice cream with raspberry sauce, Cornetto Taylor Swift Black Forest Red Limited Edition ice cream is sure to take you on a journey of tastes and textures from the irresistible first bite to the delicious chocolate tip ending. It will exclusively be available this summer for 25 baht beginning at 7-Eleven outlets in March, followed by retail stores, Wall’s mobile units & supermarket nationwide in April.
Currently, Wall’s is Thailand’s market leader in the ice cream category, which is divided into four main segments, capturing kids, across ages, take home and teens led by the one and only Cornetto brand. In 2013, Wall’s has continued its pull-push strategy by increasing ice-cream consumption for all age groups, not just specifically kids, and also is improving product distribution to various channels, making ice cream more widely available and convenient for consumers. This year, Wall’s continues with 360-degree marketing activities to increase consumption in all ice cream segments, specifically the teen segment, where Cornetto is strengthening its “Build Brand Love” strategy through the global music campaign. This will surely reinforce Cornetto’s brand positioning as the ice cream most loved by Thai teenagers.
Cornetto... Enjoy The Ride, Love The Ending!