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

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.