Red Passion
Campari
We provided solutions to Algida with
Spreading the Joy in Malta
Unilever
Algida has been synonymous with quality and innovation for over 70 years, and continues to be the most loved brand in the world of ice cream, one of the best known and most appreciated brands by Italians.
After successfully managing the Unilever home & personal care and the ambient & chilled foods portfolio for a number of years, the Concept Stadium was also engaged with Unilever’s ice-cream brands for activation conceptualisation and management in the Maltese market in 2019.
In the world of ice-cream, where in-home and out-of-home consumption is crucial to drive sales in the key summer months, multiple localised activations were required to team up the concepts of summer with product marketing. The brief was in-line with the brand promise of spreading joy to different audiences.
Concept Stadium worked on the design and development of the Malta Summer 2019 Identity for Algida. The visual representation acted as the platform for a number of subsidiary activations.
The overarching activation kicked off with a launch event at the heart of Malta’s commercial district with an entertainment-filled afternoon, a live DJ as well as freebies from the branded ice-cream truck. Subsequently, a “Work Days Cool Off” social media activation was promoted by asking corporate offices and factories to post a photo of their team in order to get free ice-cream, ticking off the Reach and Engagement Digital KPIs.
The “Chilled Zone” activation focused on a trade-based location whereby people chilled-off on the eve of a Public Holiday, with an outdoor event at a blue-flag beach to close off a holistic activation.
Building on years of successful collaboration, Concept Stadium brought Unilever’s ice-cream brand Algida to life in Malta with a vibrant summer campaign. Their creative activations, digital engagement, and on-the-ground experiences perfectly captured the brand’s promise of joy, making every touchpoint memorable.
Kirsty Winter – Global Commercial Strategy Lead
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