Campaign details
Brand: Walls Heartbrand: Kopi NegeriLead Agency: MindshareRegion: APAC
Strategy
Objective
Launching new variants, for short period of time, is a regular strategy to build excitement in the ice cream category. However, last year was far from being a regular one. All odds were stacked against this impulsive , non-essential , out of home, indulgent category when the pandemic struck. Category sales fell overnight as people moved indoors.
In this situation it was difficult to sustain sales of existing variants leave alone launch a new one – Walls Kopi Negeri made from 100% Indonesian...