Wall's: Gold Spirit

Ice-cream brand Wall's created a multimedia campaign around its sponsorship of the national team, to drive visibility and sales during the Asian Games in Indonesia.

Campaign details

Brand: Wall'sBrand owner: UnileverAgency: Mindshare IndonesiaCountry: IndonesiaIndustry: ConfectioneryMedia channels: Content marketing, Events & experiential, Integrated, Mobile & apps, Online video, Programmatic display, Public relations, Radio & audio, Social media, Sponsorship - sports, Television, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

Indonesia is one of the leading markets for Wall's, the ice-cream category leader for the past two decades. However, category penetration was on a gradual decline and, to make things worse, in 2018, a competitor entered the market offering lower-priced SKUs. It...

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