Chris Reed
Apr 29, 2014

Taylor Swift melts Cornetto’s brand image in Asia

Taylor Swift has partnered with Cornetto to create a holistic brand partnership that would melt any fan’s heart. In a unique exclusive the partnership is created by and centred on the Asian leg of Swift’s “Red” tour and includes a branded “Red” Cornetto.

The deal took 18 months to create but is a very imaginative way of activating a tour sponsorship. Usually a brand sponsors a tour and the fans neither know nor care who it is. This time Cornetto have ensured that Taylor Swift fans care passionately about collecting the limited edition “Red” Cornetto. They have also marketed the association very heavily appearing on bus sides, posters and social media across the region.

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