Cornetto is a global brand and market leader in most markets around the world. It is however constantly under attack by other global and local brands. This constant attack had denuded their difference in many markets as competitors positioned themselves in similar ways to Cornetto. The Cornetto team wished to reassert their leadership by strengthening their positioning and marketing communication with a clarity and truth that their competitors could not match.
Following research in different markets across the world The Marketing Clinic were able to articulate the emotional truth of the consumption experience of Cornetto as distinct from all of its competitors and give very clear guidance about how this can be exploited in communication and imagery.
The 2012 seasonal communication for Cornetto followed the Marketing Clinic findings positioning Cornetto subtly but very successfully distinct from its rivals in markets across the world.