Unilever's Walls ice cream brand was the category leader, following a 'house of brands' approach, with long established consumer segment based brands, like Feast and Cornetto.
Omore ice cream was following a 'branded house' approach with an 'innovations' focused product strategy, seeing new product launches every year.
BACKGROUND
CHALLENGE
How do you create a unique space for Omore while targeting three distinct consumer segments and build strong brand recall against the biggest competitor outspending you 5:1.
THE IDEA
55+ ice cream products.
3 unique segments TO TARGET - Kids, Teens, Families.
And YOUR BIGGEST competitor outspending you 5:1
BLOCKBUSTERS
OMOJI TV AD
OWN THE SUMMERS THROUGH...
OMORE summer
Hollywood movie trailer style SIGNATURE IDENTITY THAT TAPS INTO the passion for summer BIG SCREEN movieS AND BIGGEST CONSUMPTION SEASON
COOKIE MANIA TV AD
PISTACHIO CHOCO CONE TV AD
CANDY POP TV AD
ADS DESIGNED FOR TV, BUT EQUALY EFFECTIVE AS DIGITAL CONTENT, MAXIMISING PRODUCTION EFFICIENCIES
A UNIQUE SPACE THAT ACHIEVES SINGULARITY - DIVERSE MOVIE GENRES FOR DIVERSE PRODUCTS AND DIFFERENT CONSUMER SEGMENTS
CHOCBAR TV AD
*60%+ Ad spends continue to be on TV in Pakistan