Following a review, Unilever has appointed Arcade to handle digital, social media and activation campaigns for its Fruttare ice popsicle range in the region.
Initially planned for Southeast Asia launches, the campaigns will be launched in phases in each of the markets. Fruttare, also known as Wall’s Buavita in Indonesia is known for its upbeat, fun brand image which has connected with millennials in recent years. The brand first originated in Brazil.
Arcade’s Group ECD Mark Taylor said: “The brand has a wonderful spirit and fits perfectly with what people are telling us in our insight and consumer programmes about their lifestyle.”
Mico Mendoza, Unilever’s senior brand development manager:”Millennials are changing the snacking landscape as we know it today. This was something that really inspired us at Fruttare. And we were further inspired when we saw Arcade’s ideas for the brand in the region. ”
Unilever’s ice cream brand Magnum also recently appointed Arcade as its regional agency for digital and activation duties in Indonesia, Malaysia, Philippines and Thailand. The agency will help the brand work on its 25th anniversary and the campaign promises to celebrate the ‘pleasure principle’.
The wins come following Publicis Worldwide acquiring a minority stake in Arcade.