Wall's: Not to Be Served Cold

Wall's, the market leader in Vietnam's ice cream category, faced stiff competition from local players and wanted to redress the balance and strengthen its position.

Campaign details

Brand: Wall'sBrand owner: UnileverAgency: Mindshare VietnamCountry: VietnamIndustries: Dairy products, fats, oilsMedia channels: Competitions & contests, Merchandise & free gifts, Mobile & apps, Sales promotion, Social mediaBudget: Up to 500k

Executive summary

Families are spending less time together due to rapid urbanisation and parents becoming empty nesters. Psychologists suggest that eating dessert with family members can make bonding stronger, with lasting benefits beyond the dinner table.

Wall's used this human insight on consumer behaviour to physically unite Vietnamese families.

Partnering with South East Asia's leading super...

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