Selecta: Select 'Grabs' a sweet treat

Selecta, the top-selling ice cream brand in the Philippines, increased brand awareness by partnering with ride-hailing app Grab to spread time-based family bonding messages to busy professionals.

Campaign details

Brand: SelectaBrand owner: UnileverLead agency: Mindshare PhilippinesContributing agencies: InmobiCountry: PhilippinesIndustries: ConfectioneryMedia channels: Mobile & apps, Online dipslay, Online video, Programmatic displayBudget: Up to 500k

Executive summary

Selecta, the top-selling ice cream brand in the Philippines, has been building its equity as a tool to create meaningful family bonding moments and rituals such as TV time, weekend bonding and after-dinner bonding. Selecta Supreme has been communicating this to both parents and business professionals but has found that most work excessively long hours and are...

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