The Find a Love Match & Win promotion, through Catalyst, will support Cornetto in 27,000 out-of-home outlets for three months from March.
The push supports a limited-edition strategy that will see six new Love Potions flavours made available. The first two flavours, Tiramisu with a Spicy Bite and Choc Chip Flirt with Hazelnut, will be launched at the start of the promotion.
Consumers who purchase a Cornetto Love Potion receive a gamecard on which they have to match love potion symbols. The top prize is one of six holidays in any theme park in the world. Runners-up prizes of 12,000 Love Potion board games are also available.
POP in the shape of freezer compartment stickers, posters and shelf barkers will support the push. Additional support is planned for impulse outlets and multiples.
Unilever is hoping to ape the success of Magnum, which ran a Seven Deadly Sins limited-edition theme last summer. The brand came up with limited-edition flavours, which were in the marketplace for about eight weeks last year.
Cornetto has sales of £50million at retail (AC Nielsen) and has 79 per cent of the cones market, but it has been hit by own-label sales in the grocery multiples, where its share is 28.5 per cent.
Catalyst group account director Austen Donnelly said: "Cornetto is still the biggest brand in the cone sector and this activity is effectively relaunching it to the public."
_1.jpg)
.jpg)
