The target market is 17 to 25 – young funky and looking for a good time.
The line: “Enjoy the ride. Love the ending.”
2014- We produced a competition for Cornetto which was a road trip all over SA for “you and 3 of your best friends”. They certainly did “Enjoy the ride. Love the ending.” The winners were treated to elephant rides, dolphin experiences, helicopter rides, surf lessons and a concert in Cape Town at the end. Most of them had never left their home town. It was awesome.
The entry mechanism was via text and we used radio, on-pack and and in-store media. When they went on the road trip, we also used live radio to hype it and get further brand mentions.[/column]