Top Story


Home >> Cannes 2010 >> Article

Marketers@Cannes: Ice-cream is not a low-involvement product – Ian Maskell, Global Marketing Director – Heartbrand Ice Cream (Unilever)

Font Size   16
Marketers@Cannes: Ice-cream is not a low-involvement product – Ian Maskell, Global Marketing Director – Heartbrand Ice Cream (Unilever)

“Ice-cream is not a low-involvement product as thought by many people,” insisted Ian Maskell, Global Marketing Director – Heartbrand Ice Cream (Unilever), while speaking exclusively to exchange4media on the sidelines of the Cannes Lions International Advertising Festival 2010.

He added, “People are choosy about their brands and selective about their flavours and they’ll go to any extent to get it.” However, the brand was not so big in India, and Maskell accepted that there was a need to give a push to the brand in India. The brand operates under Kwality in India. “We’ve been historically weak in India,” he admitted, adding, “Time has come when we have to the give a push to the brand. However, we have ice-cream parlours by the name of Swirl operating in India, which are doing very well.”

Maskell is also responsible for looking at the brand Swirl. “My next visit to India is due very soon,” he said.

Maskell also talked about the brand’s ‘Share Happy’ campaign, which is active both online and offline. Why ‘happy’ and not ‘happiness’? Maskell laughs, and said, “I know ‘Share Happy’ is grammatically incorrect. But we found it quirky and funny. And ice-cream is all about spreading joy and happiness, and happiness is all about seizing the moment.”

As part of the campaign, a Smile Machine has been put up at high footfall areas. “The machine captures your smile and uploads it on Facebook. It is about sharing happiness, sharing your smile,” said Maskell. In return, one can get an ice-cream free.

Earlier, Maskell was part of the session titled ‘Customers are from mars, Brand are from Venus. Experience Brings the Romance Back into Media’, on Sunday. While speaking at the session, Maskell had said that “money doesn’t make you happy. It is things like music and ice-cream that make you happy; and happier people live longer.” To emphasise his point, he said that Bhutan measured the prosperity of a person not by the wealth he owned, but by the person’s happiness. The country, he pointed out, had a ‘Gross National Happiness’ metrics.

And “ice-cream was all about happiness. It focuses on the now, while having it. It’s got nothing to do with the past,” he said.


Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

Recap brings you a round up of the important stories that made headlines this week.

Powered by advertising technology expert Yospace, Akamai’s Dynamic Ad Insertion is designed to help content providers offer greater monetization opportunities through online advertising, while maintai...

The second season of the show takes viewers on a profound journey to the homes of their favorite celebrities such as cricket icon Saurav Ganguly and Bollywood actors Sushant Singh Rajput, Radhika Apt...