Cornetto is Brand for teens and they live online, digital is their language. They stay connected all the time and they are clearly defined across the world as the generation shaped by social media. For them being always connected means to share their every step and every moment of their life. That’s why the content has to be entertaining and engaging.

Having these principles outlined we had to create an interactive and social by design campaign. We had to bebold, and fun.

Cornetto Lick Challenge was the first online licking contest ever, and you participate by seeing if you can lick a Cornetto faster than your opponent. It sounds simple. But, consumers were drawn to the idea by the opponent, Nick Afanasiev, who is the the guy with the longest tongue in the world. You are challenged to compete side by side with Nick and his incredibly long tongue to lick a Cornetto. If you win you get a prize. And if you lose, you have to face a penalty of a video showing you frantically licking being posted on your facebook page.

Cornetto Lick Challenge was picked from around 40 online and offline coverage pieces so far. The potential total circulation has been estimated by more than 5 mio people.

From a brand perspective, it massively worked on the awareness and, looking at all the comments and tweets in particular, it drove extremely positive feelings toward the brand.

Our initial strategy was to make the brand cool & relevant for teens by developing and distributing engaging and bold contents, and with this campaign we feel like we accomplished that target.

For consumers, we wanted them to engage with us and make them laugh, even "shocking" them a bit. We strongly believe that the digital world is the place where you have to entertain people and engage with them in a funny quirky way, more than any other channel.