Advertising Campaigns
The brand was marketed by a successful advertising campaign which placed the Italian song O Sole Mio into a variety of stereotypical Italian locations and situations, with its lyrics changed to:
- Just one Cornetto,
- give it to me,
- delicious ice-cream, of Italy,
- creamy vanilla and choco dream,
- Give me a Cornetto,
- from Wall's ice cream.
The adverts ran for ten years during the 1980s and 1990s, with the song supposedly sung by former Italian waiter Renato Pagliari of one-hit wonders Renée and Renato. (although this is claimed not to be the case by Pagliari's son, Remo). The advert theme resurfaced in 2006, this time sung by pedestrians, drivers, office workers and marathon runners in Central London. To a sizeable number of British consumers, the advert's alternative lyrics are more familiar than the original.
In the Philippines, the ice-cream is sold under the slogans of "Mag-Cornetto ka na lang" ("Just Cornetto instead") and "Hanggang saan aabot ang 20 pesos mo?" ("How far will your 20 Pesos take you?", referring to its low price).
Read more about this topic: Cornetto (ice Cream)
Famous quotes containing the words advertising and/or campaigns:
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—Ernest Lehman (b.1920)
“That food has always been, and will continue to be, the basis for one of our greater snobbisms does not explain the fact that the attitude toward the food choice of others is becoming more and more heatedly exclusive until it may well turn into one of those forms of bigotry against which gallant little committees are constantly planning campaigns in the cause of justice and decency.”
—Cornelia Otis Skinner (1901–1979)