Marketing Week explores new Cornetto content

http://www.marketingweek.co.uk/news/unilever-in-content-push-to-explain-cornetto-story/4006532.article

"‘Cupidity’ initiative launches worldwide today (1 May) and features four short films inspired by insights from teenagers about love. " STANDALONE
"spans TV, print, and social media"
"“Love has always been in the DNA of the Cornetto brand. It probably doesn’t feel like that in the UK but when you look at what we’ve done globally with the brand, it’s an approach that’s worked well for us in other markets. With the revamp and short films we’re launching we wanted to pull that positioning together and make it more prominent across all our markets."

- Interesting that they do not think the UK LOVE Cornetto, but everywhere else does- why have they responded differently?

"Unilever has adopted branded content to help it connect other brands in its portfolio with consumers online."
"Unilever outlined plans to position Cornetto as a snack brand rather than just ice-cream. The brand is planning to launch a range of sweets as well as new ice-cream products."

"Unilever is using insights from sister brand Magnum’s current ‘Pleasure Hunt’ digital campaign to inform how it develops the game elements of its Cornetto marketing campaign."

-Sister brand has already looked at gamification- Cornetoo lagging?

"“We know that people tend to buy us instead of a packet of potato chips in the summer so there’s real opportunity there. We know we’re an ice-cream brand but through our pipeline of innovation and upcoming activity we can drive those snack ties at other times of the year.”"

-MASSIVE OPPORTUNITY TO TRY TO LINK CORNETTO TO OTHER TIMES OF THE YEAR- a little bit of summer?