Wall's Viennetta: How advertising has helped Wall's Viennetta establish a new sector in a mature market
Launched in 1982, Wall's Viennetta was a new concept ice cream. Initially launched with press - sales exceeded expectations. TV test area. Dramatic sales increase in test area. London TV campaign led to ten fold increase in sales. National TV launch - again dramatic increases in sales and share. Viennetta had become the dominant brand in the take-home ice cream market, in less than 2 years.