The Cornetto ice cream brand in Malaysia was losing market share to local brands. 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 high-consumption teen market (ghost stories are very popular with teens in Malaysia).110 The traditional Cornetto image was seen as too oldfashioned and not edgy enough. But 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. 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.

This campaign is an exemplary instance of advertising adaptation. Identify an advertising adaption of a global brand in your country and discuss why you think it is appropriate.

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