Wall’s Cornetto Love Potion is the first FMCG Brand to Deliver a Rich Media Content Text Message to Customers. After the success of Magnum 7 Deadly Sins last year and following on from its first text promotion, ‘Find A Love Match & Win’, Wall’s has announced a new ‘Txt-A-Tease’ campaign, which will support the launch of its six new Cornetto Love Potions flavours.

The concept, which is an FMCG first of delivering rich media content to customers, was developed by Walls’ promotional marketing agency, Catalyst Marketing.  Flytxt, the leading technology provider, were also selected to run the Cornetto Love Potion Txt-A-Tease promotion, which goes live in over 27,000 outlets from 17^th May 2004. 

Customers who purchase a Cornetto Love Potion will receive an exclusive ‘Teasecard’, which gives them the opportunity to send one of nine multimedia ‘Tease’ images with a personal flirt message to their friends.  Customers are prompted to text their ‘Tease’ image, along with their individual competition entry, a flirt message, and their friends details to a short code to be entered into the Txt-A-Tease competition.  Every two weeks between May and August, an independent panel of judges will decide what they believe to be the most apt and original Tease message. There are six judging dates and each winner will receive £1,000 to spend on his or her ‘Dream Date’. 

With the combined expertise of Catalyst Marketing and Flytxt, Wall’s aims to re-invigorate the Cornetto brand and encourage trial of limited edition Cornetto Love Potion flavours.  The viral element of Txt-A-Tease allows Wall’s to promote Cornetto to a wider audience of both current and potential customers.  The campaign launches in May with 2.75 million ‘Tease cards’ distributed across the UK. Wall’s is supporting the launch of Cornetto Love Potions with a multi-million pound TV and above the line promotional campaign including major point of sales support in store to add impact and increase awareness.

Mark Sinfield, Senior Account Manager, Catalyst “Following on from the success of last summer’s Magnum 7 Deadly Sins campaign we decided to repeat the success of a mobile promotion with Cornetto Love Potions.  A mobile based promotion fits with our 18-24 old target audience and the flirtatious images and messages used in Txt-A-Tease embody the Wall’s ‘Live to Play’ proposition.”

Dave Barker, Commercial Director, Flytxt, “Flytxt are delighted to have been given the opportunity to work with Catalyst Marketing again in pioneering new mobile technology in the FMCG space for Wall’s.  We have worked with Catalyst to devise a mobile strategy to increase sales and promote the Cornetto Love Potion product through the latest mobile campaign, Txt-A-Tease”.

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