Ground-breaking promotion sees MP3 player replace Cornetto ice-cream

Posted by Daniel Palmer on 15th January 2009

Streets is today launching an innovative marketing campaign, encouraging customers to buy a Cornetto product to potentially find an MP3 player inside.

In what is suggested to be a world-first, winners will find a Samsung S2 Pebble MP3 vacuum sealed inside their Cornetto cone, which is exactly the same weight, size and texture as a genuine Streets Cornetto. Winners will also be able to claim a free Cornetto to compensate for the fact that their original purchase of what they thought to be an ice-cream actually turned out to be an MP3 player.

The campaign is a follow-up on last year’s successful ‘Proof’ campaign.

Streets Marketing Director, Andrea Martens, believes the new Proof campaign will take innovation in the Australian ice-cream market to a whole new level. “It’s never been done before,” she said. “With the success of last year’s campaign we knew we needed to come up with something that was not only ‘out-of-the-box’ but would truly engage with our target audience in their own environment and send them charging to their nearest store to take advantage of this unique offer.”

Winning cones, of which there are 10,000, can be found in all variants of Streets Cornettos sold in convenience, grocery and corner stores nationwide from the 15th January until 30th April.