Cornetto (ice cream)
|Product type||Ice cream|
Cornetto (Italian pronunciation: [korˈnetto]), meaning little horn in Italian, is a branded frozen dessert cone manufactured by Unilever and sold under various international subsidiary names, including Wall's in the UK, HB in Ireland, Frigo in Spain, and others. Several variations of the product exist, ranging from milk-based ice cream to vegetable fat-based dessert.
For a long time, the idea of selling frozen ice-cream cones had been impractical, as the ice cream would soak into the cone during the manufacturing process and make it soggy and unpalatable when served. It was in 1959 that Spica, an Italian ice-cream manufacturer based in Naples, overcame this problem by insulating the inside of the waffle cone from the ice-cream with a coating of oil, sugar and chocolate. Originally 125ml, it is now reduced to 90ml when purchased from shops and supermarkets. The Cornetto on the TV adverts in 2015 is still shown as the original 125ml size.
The product is available in a variety of flavours, including Strawberry, Mint Chocolate, Nut, Lemon, Whippy (Yogurt flavour with a chewy chocolate), Valentine's Day flavours, and Cornetto Soft (soft ice cream that comes in chocolate chip, cookie dough, vanilla, chocolate, and double chocolate). Cornetto Soft is sold on the street by vendors and is made on the spot with an ice cream dispenser, but the other flavours are pre-made and are factory packaged. There is also Cornetto Enigma, which consists of the following flavours: cookies and cream, raspberry and double chocolate.
Unilever introduced a Cornetto chocolate confectionery into the UK market in 2013, following a licensing deal with Kinnerton Confectionery.
’O sole mio campaign
The brand was marketed in the United Kingdom and in Ireland by successful advertising campaigns which placed the Neapolitan song O Sole Mio into a variety of stereotypical Italian locations and situations, with its lyrics changed to:
- Just one Cornetto,
- give it to me,
- delicious ice-cream, of Italy,
- creamy vanilla and choco dream,
- Give me Cornetto,
- from Wall's ice cream.
(in the UK)
- Just one Cornetto,
- give it to me,
- delicious ice-cream of Italy,
- a nut and chocolate dream,
- HB Cornetto
- spells the best ice cream.
- เพียงเจอคอร์นเนตโต ดีใจจริงๆ,
- ได้รสชาติไอศกรีม ,
The adverts ran for ten years during the 1980s and 1990s, with the song supposedly sung by former Italian waiter Renato Pagliari of one-hit wonders Renée and Renato. (However, this is claimed not to be the case by Pagliari's son, Remo.)
The advert theme resurfaced in 2006, this time sung by pedestrians, drivers, office workers and marathon runners in Central London.
In 2015 some new flavours reached the UK market.
Sarap ng 20 Pesos campaign
In the Philippines, advertising firm Lowe and Partners launched the "Sarap ng 20 Pesos" (lit. Delicious 20 Pesos) campaign in 2008 relying on humor and focused on the product's affordability with skits that center on things one can't afford with 20 pesos and suggests that the audience should buy a Cornetto instead. "Mag-Cornetto ka na lang" (lit. "Just have a Cornetto instead") and "“Hanggang saan aabot ang 20 pesos mo?" (lit. "How far will your 20 pesos take you?) were used as slogans for the campaign. By May 2011, the campaign is still ongoing and 30 story lines has been conceptualized for marketing effort.
- Streets - Australian Brand
- Drumstick - competitor by Nestlé
- Nutty Buddy - competitor formerly by Sweetheart foods
- Three Flavours Cornetto Trilogy - a trilogy of films directed by Edgar Wright that utilizes the ice cream.
- "Share Happy". HB Ice Cream. Retrieved 2015-07-30.
- "Comparte Felicidad". Frigo. Retrieved 2015-07-30.
- "Hindustan Unilever told to erase 'Ice Cream' word from Kwality Walls advertisements". The Times Of India. 2 August 2012. Retrieved 3 May 2013.
- Cornetto Unilever page
- "Save Your Love singer Renato dies". BBC News. 5 August 2009. Retrieved 5 August 2009.
- J Newton (10 August 2009). "Tributes to Renato – a singing sensation". This Is Sutton Coldfield. Retrieved 12 September 2010.[dead link]
- Pe, Roger (26 May 2016). "A very likable ice cream TV commercial". Philippine Daily Inquirer. Retrieved 29 June 2016.
- "Lowe Philippines' popular "Tugs" TVC for Selecta Cornetto hailed as adobo Ad of the Year 2010". Adobo Magazine. Sanserif, Inc. 3 June 2010. Retrieved 29 June 2016.