Wall’s looks to position ice-cream as a ‘snack on the go’ through pop-up shop campaign
Unilever-owned ice-cream brand Wall’s is set to launch a pop up store in two central London train stations as part of its new £4 million global marketing campaign ‘Goodbye Serious’.
Opening in Victoria train station throughout June, and moving to Waterloo station for the first two weeks in July, the “eye-catching and playful” pop up store aims to get consumers thinking about ice cream as a snack on the go as the weather gets warmer.
The Wall’s store will feature two giant ice creams which ‘talk’ to each other using digital speech bubbles and carry out “humorous interactions and promotions”, while social media will play a key role in extending reach beyond the store.
Jenny King, Wall’s brand manager at Unilever UK says: “Everyone has little moments in their day where they need to say ‘goodbye to serious’ and, as Victoria and Waterloo are busy commuter stations, our colourful and attention-grabbing 12ft Wall’s pop up store will inject an air of happiness and fun to the otherwise serious locations to really embody our ‘Goodbye Serious’ strapline.
“The stores will also disrupt commuters’ dull daily routine with tactical promotions that link to real-time situations, such as money off ice creams for those traveling on a cancelled train or celebratory ice creams if England wins a match in the World Cup.”
A multi-media campaign to support the brand’s popular ice cream products Cornetto, Twister, Solero, Calippo and Funny Feet, launched in April across OOH, DOOH (Digital Out Of Home), PR, social and mobile, and will run throughout the summer months until September.