Wall’s Ice Cream is ‘unleashing happiness’ across the nation this summer with a blockbuster £10 million omnichannel campaign showcasing its full range of iconic products.
At the heart of the creative will be a new brand character for the historic ice cream firm, which will introduce ‘Wallie’ – an anthropomorphic freezer to audiences through the campaign.
Set to be unveiled during an upcoming TV spot, Wallie will break free to spread joy and refreshment around a busy city on a summer’s day, helping people find a ‘Taste of Happiness’.
The campaign will bring to life the Unilever-owned brand’s extensive portfolio, which includes products such as Cornetto Classico, Twister Mini and Solero Exotic, new items including , Twister Zingerrr, Twister Berrylicious and Cornetto Soft will also be on display.
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“The new campaign champions the Wall’s Masterbrand, fronted by the famous red heart logo, an iconic part of British culture. Wall’s has been delivering ‘A Taste of Happiness since 1922’ and the brand will look to reinforce this message during our biggest ever marketing campaign, featuring world first activations,” Unilever Wall’s marketing manager, Louise Morley said.
“With Wall’s popular sub-brands, such as Twister, in such strong growth, now is the perfect time to showcase the strength of the Wall’s heart, using this activity as a platform to drive awareness and accelerate further category growth.”
The extensive collection of assets is set to run across TV, digital, social media, podcast, radio, point-of-sale, in-store activations and out-of-home, boosted by proximity media offering messaging tailored to weather and location.
An out-of-home experiential activation will also be launched at Westfield Stratford from 28-30 June that will encourage the nation to ‘Unleash the happiness’, set to be supported by further social media activity.
