Unilever appoints Arcade to handle digital, social media + activation campaigns for Fruttare brand

Following a major review, Unilever has appointed Arcade to handle digital, social media and activation campaigns for its Fruttare ice popsicle range in the region.

Loved in more than 15 countries around the globe, Fruttare, also known as Wall’s Buavita in Indonesia, is recognised as a brand synonymous with a positive outlook on life.

Originating in Brazil, the brand’s flavours and attitude sync well with attitudes in this region. Something that Arcade plans to take advantage of in their new work.

Says Mark Taylor, Arcade’s Group ECD: “This is a fantastic opportunity for us. The brand has a wonderful spirit and fits perfectly with what people are telling us in our insight and consumer programmes about their lifestyle.”

Initially planned for Southeast Asia launches, the campaigns will be phased to catch the best of the summer weather in each of the markets.

Says Mico Mendoza, Unilever’s senior brand development manager: “Millennials are changing the snacking landscape as we know it today. This was something that really inspired us at Fruttare. And we were further inspired when we saw Arcade’s ideas for the brand in the region. I can’t wait to see what people share when they see the new campaign.”