Wall's: Happiness delivered home

Wall's, the ice cream brand, delivered a new strategy that was adapted to the new pandemic behaviours in Indonesia.

Strategy

Objective

2020: The year of Icecream meltdown

All odds were stacked against Icecream category when the first wave of pandemic drove people indoors. An out of home, indulgent category not only seen non-essential but best avoided in these times for fear of symptoms - cold, cough and flu – closely resembling those, what people feared the most.

For Walls, the market leader, and whose 90% of contribution comes from individual formats (sticks and cups), this could have meant start of the great meltdown.

Strategy: Bring outdoor, indoor

there was a need to re-strategize, the pre-Covid behavior towards ice creams...

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