In Spain, effective branded content is particularly complicated among teenagers, since they tend to sneer at corporate attempts to take over what they see as a way of communicating between themselves: social media. Therefore, we needed to come up with a way to make them partly generators of this content themselves, so that they would be willing to share it with their friends, while at the same time still being relevant to the brand and its positioning.

Cornetto is establishing itself as the ice cream of love among teenagers. That’s why they needed to do something relevant on International Kissing Day, and they needed to do so in a way that was impactful for teenagers, that could generate buzz and be shared by those who took part directly, to spread the role of the brand withing the target.

On the first day of the action alone, more than 150 couples stepped on the machine and kissed in front of a crowd, recieving a sample of the product and most importantly a video of their movie kiss on their Instagram accounts, so that they could share it with their peers. The event was so popular and impactful, that the client immediately wanted to replicate it in other cities, and the campaign is set to happen in several other countries in key markets for the brand.