Unilever's Cornetto is marking 60 years of its iconic Cornetto Classico ice cream with a new global campaign titled 'Unwrap It'.

The campaign centres on the universal experience of unwrapping a Cornetto ice cream, a product that is growing 2.5 times faster than the total market for branded ice creams.

Global sales of impulse ice creams are projected to reach $43 billion in 2024. In the UK, nine in ten consumers will buy an ice cream between July and October. Italy, accounting for 28% of Europe’s total ice cream sales, is predicted to see a 6% increase in sales in 2024. In India, where there are an average of 300 days of sunshine a year, ice cream sales are forecasted to increase 30-40% above 2023 levels.

Barbara Scala, Global Brand Lead for Wall’s and Cornetto, said, “Cornetto is an ice cream icon that delivers a delicious multisensory experience. Its creamy ice cream crown, crunchy cone and chocolate tip have been around for more than 60 years.”

The 'Unwrap It' campaign is tailored to be locally relevant in different markets. In Europe, the 'Cornetto Unwrap' moment signals the start of summer, while in Asia, Cornetto is associated with a moment of connection with friends.

Scala explained, “This campaign is all about driving anticipation and going back to the foundations of a Cornetto’s desirability, where the product unwraps the key moment and nothing else matters.”

New pack designs have been rolled out across 80% of Cornetto’s key SKUs, featuring the product being unwrapped. Scala added, “That’s a real pivot for the brand. We’re building back desirability for a well-loved product. For us, that’s the consumer’s experience of unwrapping a Cornetto. It’s a distinct brand asset.”

In pre-testing, TV commercials for the 'Cornetto Unwrap' campaign received the highest scores ever for Cornetto in key markets like Indonesia, India, Turkey, and Italy. Scala said, “In pre-testing, TV commercials for our ‘Cornetto Unwrap’ campaign received the best scores we’ve ever seen for Cornetto in all our key markets, Indonesia, India, Turkey and Italy. We really believe we’ve stepped up the brand’s appeal.”

In Q1 of this year, Cornetto has been enjoying single-digit growth and positive volumes. Scala concluded, “With strong consumer engagement and by making our products truly unmissable, our aim is not only to ensure Cornetto has a good summer – we’re also future proofing an ice cream icon.”