Dowling, who won last year's contest, kicked off the campaign by manning the Cornetto Soft counter-service machine at the Chelsea Flower Show.
Unilever-owned Wall's has installed the machines in 3000 convenience stores across the UK since March.
A through-the-line campaign for Cornetto Soft, orchestrated by PR agency Shine, sees the brand sponsor the new Spin Doctor ride at Blackpool Pleasure Beach this year, as well as being product-placed in several TV soaps.
A poster campaign completes the Cornetto Soft promotion, with creative offering a modern twist on traditional saucy British seaside humour.
Magnum, the UK's best-selling impulse brand, will be promoted from June 17 until August with a 30-second ad that continues the sensual theme of last year's ads and the strapline 'Magnumise your life'. The core product will also appear in a ten-second TV ad and women's press campaign for Magnum Moments.
Cornetto Whippy, the pre-packaged soft-serve version of the traditional cone, will be supported by a TV and cinema campaign until July, while the at-home offshoot Cornetto Miniatures will feature in a press campaign.
There will also be poster ads for Magnum Yoghurt Fresh and Solero Smoover.
Luxury brand Carte d'Or is already on air with its 'sharing' ads, and its summer campaign will be complemented by a ten-second execution in late July. New flavours in the range, Fragolata and Tiramisu, will also be promoted in press ads.
Kids' brands Chupster and Twister will feature in 30-second spots on Cartoon Network, along with an interactive Chupster game on the channel's web site and ads in children's press. Fruit Fives, which was launched on Nickelodeon last year, is sticking with the channel, in an ad directing children to a competition on a Fruit Fives branded microsite on nicktv.co.uk.
McCann-Erickson created the advertising for the Carte d'Or, Cornetto Whippy, Magnum and Cornetto Soft campaigns. Ads for Chupster and Twister were created by Cartoon Network.
.jpg)
.jpg)