Getting the long tail wagging again: How Wall’s said 'Goodbye' to a serious business challenge.

IPA Effectiveness Awards Case Study 2016


Faced with the twin forces of globalisation and the need to optimise the efficiency of marketing spend, large companies often opt to focus their media firepower on fewer, bigger brands. This case explains how a new campaign grew profit from a long tail of previously unsupported brands in the Wall’s ice-cream portfolio owned by Unilever. On a small budget and by combining older and newer media in novel ways, the ‘Talking Ice Creams’ campaign profitably grew the sales and share of Wall’s Classics for the first time in years. It generated £1.84 of incremental short-term revenue for every £1 invested. The campaign has been adapted for 120 previously unsupported ice-cream brands in 30 countries.

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“It is very unusual for a campaign developed in one country to be adopted round the world so quickly. Key to its roll-out was the work undertaken to evaluate all its UK effects properly. In future, this will lead us to prioritise evaluation of all aspects of new campaigns as soon as feasibly possible.”

Sarah Hogan, Global Marketing Director
Unilever

Winners 2016

Silver Winner

Title

Getting the long tail wagging again: How Wall’s said 'Goodbye' to a serious business challenge.

Brand

Wall's

Client

Unilever

Agency

adam&eveDDB

Principal Authors

  • Les Binet - adam&eveDDB
  • Sarah Carter - adam&eveDDB

Contributing Authors

Credited Companies

  • adam&eveDDB - Creative Agency
  • Mindshare - Media
  • TMW Unlimited - Social

This is a very persuasive case showing an immediate impact on sales and the logic of how it worked in an impulsive-buy category. It must have been a pretty daunting task to revive a backet of old brands. Jan Gooding, Aviva

Shortlist 2016

Silver Winner

Title

Getting the long tail wagging again: How Wall’s said 'Goodbye' to a serious business challenge.

Brand

Wall's

Client

Unilever

Agency

adam&eveDDB

Principal Authors

  • Les Binet - adam&eveDDB
  • Sarah Carter - adam&eveDDB

Contributing Authors

Credited Companies

  • adam&eveDDB - Creative Agency
  • Mindshare - Media
  • TMW Unlimited - Social

This is a very persuasive case showing an immediate impact on sales and the logic of how it worked in an impulsive-buy category. It must have been a pretty daunting task to revive a backet of old brands. Jan Gooding, Aviva

Getting the long tail wagging again: How Wall’s said 'Goodbye' to a serious business challenge.

IPA Effectiveness Awards Case Study 2016


Faced with the twin forces of globalisation and the need to optimise the efficiency of marketing spend, large companies often opt to focus their media firepower on fewer, bigger brands. This case explains how a new campaign grew profit from a long tail of previously unsupported brands in the Wall’s ice-cream portfolio owned by Unilever. On a small budget and by combining older and newer media in novel ways, the ‘Talking Ice Creams’ campaign profitably grew the sales and share of Wall’s Classics for the first time in years. It generated £1.84 of incremental short-term revenue for every £1 invested. The campaign has been adapted for 120 previously unsupported ice-cream brands in 30 countries.

Click to purchase this case study >