Wall’s wants consumers to start smiling

Unilever’s ice cream brand Wall’s in Indonesia has partnered with KRDS Singapore, a social and mobile agency, to launch “Taste Joy”. This campaign is done with the help of a Facebook application equipped with smile detection technology.

The campaign is aimed at encouraging Indonesians to spread joy. The “Taste Joy” app allows users to create their own personalised videos using the “Joy Counter”, a smile detection technology.


Running until the end of March, the app tracks the number of smiles on each photo uploaded either on Instagram, Twitter, or Facebook using the #TasteJoy hashtag. Based on the total number of smiles seen on all of the users’ photos, the app will instantly generate a unique video for each user, which can then be shared across social media platforms.

According to the agency, over 100 000 smiles have already been generated through the experience so far.