Live Brief #2 - Cornetto

This is my second live brief that I have chosen to look at. It's from the YCN website just like the first brief. This one is from Cornetto.

The brief is to promote Cornetto's 'snap, scoop and share' campaign to get more people to share Cornetto.

Background

Cornetto started in 1959 by Spica, an ice cream manufacturer in Naple, Italy. They came up with a new innovation where they used a cone with chocolate coating insulation to prevent the wafer getting soggy. They have established themselves as one of the world's most famous ice creams. Selling their ice cream over 5 continents.

Target Audience

The target audience are the hyper connected lovestruck teenagers who are passionate and experience music and love. They are hyper connected through multiple social medias.

The people are 18-35 year olds who are 'young at heart' and likes to snack usually at summer occasions.

Positioning and Brand Personality

Cornetto has always been connected to love. They are light hearted, fun, spontaneous, playful and genuine and they want to reflect that through love.

Cornetto are known as the 'innocent ice-breaker for lovestruck teens.'

They are trying to encourage more customers to 'share the love' by sharing a cornetto.

The Challenge

The idea is 'snap, scoop and share'. I have to encourage the audience to snap the chocolate tip, scoop some f the ice cream on top and share it with someone special.

They are looking at creative and unexpected ways to 'share the love' through real world and online expressions.

I need to create a real world application and further amplifying into digital channels.

Considerations

- I need to think about how to design the product's elements like the crown, wafer, tip, wrapper etc to encourage people to 'snap, scoop and share'.
-  I need to think about a strategy to generate passionate conversations around the campaign. How can I get people to share?
- How can consumers become involved in this idea?
- What does success look like and how will it be measured before, during and after the campaign?

Mandatories

- Include visual illustrations of how the product could be used in the campaign.
- Express my style in my own way.
- If social media is involved, images, gifs or any type of digitally assets can be used.
- The proposals must fit with the brand's personality and any illustrations must be aligned with Cornetto's visual identity.
- The creamy and crunchy snacking credentials of the product should be demonstrated to create a strong appetite appeal.