13-24 The Cornetto ice cream brand in Malaysia was losing market share to local brands. The traditional Cornetto image was seen as too old-fashioned and not edgy enough. Internationally, Cornetto’s advertising message revolved around love, but in Malaysia they merged love with a four-part story centering on the ghost characters Po and Lang to attract the highconsumption teen market (ghost stories are very popular with teens in Malaysia). Cornetto’s new campaign successfully managed to make a connection with the target market. Four webisodes featuring the ghosts were released on YouTube, Facebook, and Twitter.103 Cornetto also used vloggers and bloggers to spread the buzz about the story. When users clicked banner ads, they received a call on their mobile phone from one of the characters in the story. Cornetto sales rose by 21 percent over the course of the campaign.104 This campaign is an exemplary instance of advertising adaptation. Identify an advertising adaption of a global brand in your own country.