The business objective for this campaign was 'reach' and 'talkability'.

There was also an element of education - to prove to the consumer that Cornetto was different from the leading rival Drumstick, by showing that Cornetto is filled with goodness from top to bottom a.k.a - No Boring Bits (using extreme absurdity).We developed the strategy to take character Terry the Executioner from the TV commercial created by McCann Erickson and bring him to life through Social Networks.The campaign was broken into two phases, with Terry taking centre stage in the first stage and then the cow and squirrels being introduced once the TV commercial dropped.Since launching Cornetto has now over taken its rival Drumstick with a 47.6% market share as the #1 brand.