Unilever is pushing its Cornetto brand through Taylor Swift’s upcoming Red Tour in ASEAN.
Cornetto has launched a limited edition Blackforest Red ice cream for the partnership; wrapped in a red pack with Taylor Swift’s logo, inviting consumers to buy the ice cream to stand a chance of winning seats at Swift’s concert or Cornetto-Taylor Swift merchandise such as guitar picks, her RED singles and signed guitars.
The campaign launched last Friday, with more ads to roll out on various platforms soon. TVCs and radio ads, as well as those on online platforms such as YouTube and Yahoo will run. Wrapped ice cream freezers have also been placed in various store outlets in Singapore.
Cornetto will also partner Sony Music to create a mobile music stage for a “Ride to Fame Competition”, which will give consumers the chance to perform for Taylor’s fans before her concert.
The other markets the campaign runs in include Japan, Indonesia, Philippines, Thailand and Malaysia.
While Unilever was unable to share the full cost of this partnership, Susanne Arfelt, marketing manager, Unilever Singapore told Marketing the brand is has put “substantial investments” into the partnership.
“The Ride to Fame competition is our way of supporting the local music scene and aspiring artists in Singapore. We know that a lot of our fans love ice cream as much as they love music and hence through this new partnership, we hope that our fans will be able to enjoy the ride and love the ending,” she added.
As part of her ASEAN tour, Taylor Swift will be performing live onstage on Thursday, 12 June 2014, at the Singapore Indoor Stadium.