Following its rebrand by Carter Wong earlier this year Cornetto has launched ‘Cupidity’, a campaign featuring four short films inspired by teenager’s insights about love.
The standalone stories aim to support the brand’s new, slightly suggestive, tagline ‘Enjoy the ride, Love the ending’ and provides an outlet for fans of the brand, namely teenagers, to tell their stories.
Developed with Ridley Scott Associates and crowdsourcing agency Mofilm the online films form the core of Cornetto’s integrated campaign which covers TV, print and social media.
Parent company Unliver piloted the concept in Turkey earlier in the year with the films reaching in excess of five million views within the first week, with over half of those being from 13-24 year olds.
The move to online content marks a shift in the brand’s strategy, which was also a deciding factor in the rebrand to more of a ‘snack’ range rather than an ice-cream product.