Wall's downsizes Cornetto for major impact

Wall's has launched a new version of one of its most popular ice-cream products - the Mini Cornetto.

Through the bite-sized ice-cream platform, Wall's is targeting consumers looking for a short break, as well as working women "who balance the pursuit of their careers with responsibilities of taking care of the family", according to Chanya Rodrakquan, marketing development director, Unilever Thai Trading. "The new size introduces an entirely new trend of consumption, which is ideal for today's modern and active lifestyles."

The company expects Mini Cornetto to help increase the ice-cream consumption rate, thanks to its convenience.
With a 100 million baht (US$2.7 million) marketing budget, Mini Cornetto broke with a 10-day teaser featuring the line 'The size that wins his/her heart'.

With no product visuals, consumers were left to wonder what the ad was referring to. A McCann Erickson-created integrated campaign followed to reveal the product, with the tagline 'Mini size, maxi pleasure'.

"With size being its primary USP, we used different media to create awareness - outdoor ads at bus shelters and platform ads on the Bangkok Train System," said Neal McCarthy, managing director, Weber Shandwick Thailand.

According to an AC Nielsen Retail Audit market survey, Wall's leads the ice-cream market with share of 52 per cent, followed by Nestlé at 16 per cent.