Wall's Turns Indonesia Red and White

Wall's, an ice cream brand, increased awareness and sales of its ice cream sandwich in Indonesia by launching a special edition sandwich in the national flag colours.

Campaign details

Brand: Wall's Sandwich Merah PutihLead Agency: Mindshare IndonesiaRegion: Indonesia

Strategy

Objective

Wall's is the number one leading ice cream brand in Indonesia. However, sales has been stagnant, especially for Wall's Sandwich due to a competitive market. They needed to increase sales and reposition the brand as a viable option for snack time. Currently, Wall's Sandwich is perceived to be part of a premium lifestyle. This misconception needed to change as preferred snacks like chocolate and chips are priced similarly to Wall's Sandwich. Consumers just need to do the switch to Wall's.

Wall's targeted...

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