Cornetto spreads the love with film series
by The One Centre
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20
May, 2014
20th May 2014
Cornetto has launched a series of online films celebrating teenage experiences of love, and they are surprising good.
The Cornetto Cupidity series brings to life a collection of romantic tales featuring up and coming teen actors, great music tracks and very few ice-creams.
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The films all follow the same formula, two young people encounter each other and with a little help from a ‘Cupid’, they discover each other and magic happens.
The latest in the series, features pop star Lily Allen as Cupid in a tennis themed love story, which sees a lines umpire fall for a tennis star. However, unlike the formulaic boy-meets-girl love story, this latest film is a girl-meets-girl story.
Unilever said of the series: “‘Cupidity’, explores different experiences of the teenage romance journey… Each film is designed to appeal to the romantic nature of teens living in a social online world where anything is possible in love, and encourage them to “enjoy the ride, love the ending”.
The series was originally piloted in Turkey and deemed a huge success after attracting more than 16 million YouTube views. It has been rolled out globally, launching in the UK, China, Spain and Mexico in 2013 with plans to extend to Australia as well as Brazil, Portugal, Greece, Indonesia, Russia and the Philippines.
Benjamin Curtis, Senior Brand Development Manager, Cornetto Global, says: “We wanted to do something different that really engages our fans with content that is close to their heart.”
“The ‘Cupidity’ collection brings to life the journey of love in the various forms it takes for teens today, and brings our audience a real-life example of our new identity, which encourages teens to interact and engage with the brand. We’re thrilled with the result.”
“Following the enormous global success of last year’s launch of Cupidity, we wanted to extend the series; bringing to life an even wider range of teen love stories than ever before. The films bring to life perfectly our brand tagline Enjoy the Ride, Love the Ending as they depict the unpredictable ride of teen romance. We hope people all over the world enjoy watching and sharing them.”
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Review
The Cornetto brand has always been aligned to love and this has been apparent in the brand’s advertising for some time. However, the notion of Cornetto and teenage love has not been that evident so with these films Unilever is looking to own teenage love.
It’s doing a pretty good job. These films have nailed teen ‘love’ and captured the highs and lows of those turbulent emotions in a very respectful way. The stories are heavily skewed to young women, but there’s a little bit in there for romantic young men too.
Strategically Cornetto is going after young people, that includes the Millennials as well as the generation after them – which has yet to be given a name, although Generation Z and 2Ks or Two Kays are favourites.
These are tough audiences to capture, digital natives who are socially active, they have short attention spans and can sniff out lame marketing activity from 50 miles away.
So hitching its wagon to love is a very smart move by Cornetto. It is universal and for teenagers it is everything. As the films say: “Everyone wants to be loved and everyone wants to be in love. What the world really loves, is not a lover, but a love story.”
It goes without saying that the choice to use branded entertainment in the form of online film is a deliberate move to target the connected generation and create engagement with the brand in a way that traditional advertising could not achieve.
What appeals to me is the connection of ice-creams and love. Do those two things go together for a teenager in 2014? To me, ice-creams and love conjures images from another time, of an innocent past when young people in love went for ice-creams, they strolled in a park or ate ice-creams at the beach, or even ice-cream sundaes at a cafe.
Cornetto have updated this image, bringing the concept to a new generation more connected to social media and mobile phones than innocent ice-cream moments.
They’ve also shown immense restraint and respect for the target audience creating stories that deal delicately with an age when ‘love’ and emotions can be overly dramatic, all consuming and intense and yet frivolous and fickle.
They are also hoping to tap into the nostalgia rich hipster generation, complete with polaroid camera toting teens, wearing flowers in their hair and working in diners.
As for the modern girl-meets-girl storyline in the latest film, Cornetto has not so much shown bravery but intelligence, it is 2014 and they are speaking to teenagers, it’s no big deal. This move will mean more to older audiences, who will fing the move impressive so the brand extends its reach by gaining kudos from a wider audience. win-win.
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The films are cute, a perfect mix of wit, humour and sincerity. Across the series and the different markets they quality of storytelling varies, some are stronger than others – I’m not really sure what “Love Ride” is doing in there – it’s seems completely off-brief with a lack of story, overt product placement and a bucket-load of schmaltz.
On the whole though Cornetto has not just created a heartwarming collection of films, it has built a strong platform for branded entertainment that can appeal to global audiences.
In some ways through this platform Cornetto and Unilever are creating a global capsule of teenage love that provides and insight into a generation’s experiences of love.
The question is not: Will this activity get eyeballs? Because it will, it will get lots of them globally and based on those measures it will be successful.
The real question is: will it sell ice-creams? Obviously Cornetto is banking on it. The brand is struggling somewhat in the UK as customers opt for luxury brands and tubs over the humble cone, according to reports.
Sales plummented nearly 14% as consumers looked to brands such as Ben & Jerry’s and to frozen yoghurt. With summer approaching in the UK, this seems the perfect time to go after young people and engage them with the brand. Obviously the tennis theme in the latest film aims to tap into the upcoming Wimbeldon tournament when brits go tennis crazy and clearly Unilever wants young people to swap strawberries and cream for Cornettos.
The films are engaging, very watchable and really quite lovely. The films are well-made, the stories are well-told, the talent is good and the music is fantastic. The link to product is apparent but not overbearing and all the while the films fit perfectly with Cornetto’s ‘Enjoy the Ride, Love the Ending’ tagline.
Verdict
Cornetto has created a wonderful branded entertainment platform with the Cornetto Films series which will continue to create excellent brand awareness with the target audience.
Credits
Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup
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Products
20/07
Ikea to employ Syrian refugees in social sustainability project
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Technology
11/07
Screens of the future
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Technology
10/07
Apple’s extravagant new campus brings brand values to life
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Products
27/06
Transformative Appetite
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Products
21/06
Dove launches Real Beauty Productions to tell stories of real women
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Technology
9/05
Rapid Liquid Printing
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Lifestyle
7/05
The brands coming out to support the LGBT community
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Media & Entertainment
1/03
Abstract. The Art of Design
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Retail
13/12
Target creates mini-musical spectacular for Christmas
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Transport
3/11
Nissan creates mobile workspace
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Lifestyle
13/10
Lincoln Motor Company taps Annie Leibovitz for campaign
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Products
30/09
Braun creates hypnotic installation for London Design Week
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Transport
22/09
BMW Films returns with an explosive short film
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Fashion
23/08
Adidas Republic of Sports launches in China
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Technology
21/08
Convert the world around you to Pantone with the new Pantone App
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Experiences
10/08
Moleskine opens a cafe for creatives
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Media & Entertainment
4/08
We're the Superhumans: Channel 4 returns with film series
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Fashion
27/07
Activewear brand Lululemon expands into beer
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Food & Beverage
6/07
Tiger Beer launches NYC pop-up store to showcase best of Asia
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Products
27/06
P&G rolls out strong film in ongoing Thank You, Mom campaign
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Products
23/06
Ikea launches brand collaborations
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Fashion
14/06
Adidas creates sustainable shoes made from ocean plastics
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Lifestyle
1/06
Google launches 360-degree interactive animated short film
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Food & Beverage
17/05
Coca-Cola makes music with W Hotels
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Finance
12/05
Save The Children returns with harrowing refugee film
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Fashion
19/04
COS creates "show-stopping" installation
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Fashion
16/03
Uniqlo aims for Utopia with flagship store relaunch
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Food & Beverage
11/03
McDonald's transforms Happy Meal toy into VR experience
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Technology
23/02
Samsung launches immersive brand experience store
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Media & Entertainment
28/01
Lo and Behold: Netscout launches branded film at Sundance Film Festival
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Fashion
30/09
Burberry teams with Apple to launch dedicated Music channel
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Technology
24/08
Apple Watch creates blooming installation at Selfridges
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Fashion
17/06
Nike targets women with luxury workout experience
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Art & Design
11/06
HSBC soars in stunning elevator film
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Hospitality
7/05
The Four Seasons Jet is the ultimate brand experience
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Fashion
30/03
Savage Beauty: Iconic Alexander McQueen honoured in exhibition
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Technology
19/03
Samsung film is a beautiful tribute to the power of technology
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Fashion
5/03
Converse creates global exhibition to celebrate iconic shoe
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Fashion
31/10
Leica and Moncler create Monumental exhibition
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Technology
8/09
Wind Mobile celebrates human connections
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Products
18/08
Lego targets architects with new product range
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Products
23/07
GE revives iconic Moon Boot to celebrate role
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Fashion
2/07
Nike's ‘Phenomenal’ World Cup experience
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Fashion
30/06
Louis Vuitton Museum: a new level of branded art
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Media & Entertainment
8/06
GQ to groom men with branded barbershop
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Transport
4/06
BMW's iconic Art Cars Project launches global tour
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Food & Beverage
27/05
Chipotle turns to literature in new project
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Food & Beverage
20/05
Cornetto spreads the love with film series
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Food & Beverage
9/04
Stella hits high note with Chalice Symphony
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Finance
25/03
NRMA opens Crashed Car Showroom
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Technology
24/03
Intel urges audiences to 'look inside' in film series
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Fashion
12/03
Net-A-Porter launches glossy print magazine
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Products
17/02
The Lego Movie hits cinemas worldwide
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Food & Beverage
15/01
Guinness creates short film 'The Sapeurs'
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Products
20/12
Dom Perignon and Jeff Koons create art
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Fashion
5/12
Patagonia film celebrates the stories we wear
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Food & Beverage
18/09
Chipotle wages war on Big Food
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Technology
21/08
AT&T's brutal new film to stop texting and driving
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Transport
14/08
BA tugs the heartstrings with Visit Mum film
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Transport
4/06
Leave the world behind with Volvo
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Technology
9/05
IBM & The World's Smallest Film
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Fashion
11/04
Burberry merges digital and physical worlds
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Lifestyle
17/12
Iconic landmark is on song with The Ship Song
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Media & Entertainment
24/11
Bond's Skyfall is ultimate branded entertainment
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Lifestyle
25/10
Red Bull goes Stratospheric
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Transport
7/09
Audi showcases the future in Spheres
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Technology
10/07
AT&T unveils transmedia experience Daybreak
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Products
30/06
Google experiments with art and science
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Technology
28/06
GE asks Australians for Two Words
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Food & Beverage
14/06
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