| Cornetto backs Love Potions line with SMS drive |
| Wednesday, 19 May 2004 | |
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Marketing - Wall's is unveiling its biggest SMS marketing campaign to back the launch of six Love Potion variants of its Cornetto brand. 'Txt-a-tease' will see a Teasecard given away with every Cornetto Love Potion purchase. The card will encourage consumers to send one of nine Tease images to a friend by SMS, accompanied by a flirty message.Consumers will then be prompted to send the image and their message into a competition, with the most original winning £1000 to be spent on a 'dream date'. The campaign begins this month with 2.75m cards distributed on Cornetto packs. The activity, by Catalyst Marketing and Flytxt, is aimed at 18- to 24-year-olds. Unilever-owned Wall's is spending £6.5m on Cornetto Love Potions this year, with marketing support including a TV campaign and point-of-sale activity. The six flavours will be released at intervals throughout the year. Last summer Wall's supported its Magnum Seven Deadly Sins range with a text-based promotion (Marketing, 28 April). Separately, Wall's is set to reveal details of an 'eco-friendly' addition to its ice-cream range. Unilever is the biggest supplier of luxury ice cream in the UK, with sales for the year to April reaching £76.1m, according to ACNielsen. © Copyright Flytxt Ltd 2006. Unauthorized use of any content constitutes a material breach. |
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