Unilever will boost marketing spending 20 percent over three years to jumpstart ice cream growth in Europe, where the Dutch company holds a 17-percent share.
Summer plans include a pan-European dance contest via partner MTV, 90 new retail ice-cream restaurants, promos, heavy TV advertising and new packaging for its Heart brand Ola (known as Wall’s in the U.K., Algida in Italy, and Langnese in Germany).
Unilever partners with MTV for “Shakedown,” including the region’s biggest dance competition. That dovetails with plans for tricked-out ice cream vans with sound systems, interactive plasma screens and D.J. areas, set to tour Europe this summer.
Unilever also unveils branded clothing and accessories such as beach wear, bikinis, men’s shorts and bags, available at Heart’s new Web site.
As part of its new-products push, Unilever will launch soft-serve ice cream for home, savory flavors such as curry and cheese, and mix-ins via 90 Heart-branded “bars” opening this year.
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