Culturally, Asian teens are not as forward as Western teens, so our concept had to enable them to make the first move without being impolite or rude.We launched the Cornetto 'Show-your-love-gang' a week before Valentine’s Day with TV, Radio , and on-ground support. Entering on www.cornettoclub.com or calling a call-centre , with a code found on every Cornetto wrap, teens could win the nation-wide service of the gang. Cornetto Show-Your-Love-Gang then surprised the winner’s secret ‘loved one’ and said all the things that the ‘secret admirer’ always wanted to say through songs, a presentation, and a bouquet of flowers.

Cornetto Show-Your-Love-Gang became a popular idea and topic of conversations, and the buzz went beyond teenagers. 70,000 received codes from over Thailand within 4 weeks of launch. Sales increased over 2 % compared to last year. And because our promotion was seen across multiple channels in a fun, desexualised manner, Thai culture is no longer incompatible with expressions of love amongst teens.