Wall’s targets Gen Z with LickScrolling idea

Wall’s, part of The Magnum Ice Cream Company (TMICC), has introduced a UK social campaign designed to engage Gen Z audiences by linking smartphone behaviour with ice cream consumption.

The initiative, created by LePub, marks the start of the peak summer season and the first major campaign from The Magnum Ice Cream Company following its separation from Unilever.

Social behaviour inspires campaign concept

The campaign centres on the idea of “LickScrolling”, encouraging users to replace finger scrolling with tongue movements using smartphone face-tracking functionality. The concept draws on the contrast between habitual social media use and the physical act of eating ice cream.

Wall’s positions the idea as a playful way to connect with younger audiences by tapping into familiar digital behaviours and reinterpreting them through humour.

Campaign activation targets Gen Z audiences

The activity features products including Solero, Calippo and Twister, alongside the launch of new global social channels under the handle @theheartoficecream.

The campaign is supported by creators such as GK Barry, who are producing content tailored to their audiences. Participants are encouraged to share their own videos on TikTok using a branded hashtag as part of a wider challenge mechanic.

Gonçalo Marques, Head of Snacking at The Magnum Ice Cream Company: "With LickScrolling, we’re bringing a fresh, modern energy to the start of ice cream season. By tapping into a behaviour that defines how Gen Z interacts with the world, we’ve created a playful way to connect our brands with consumers in the moments that matter most. This campaign is a great example of how Wall’s continues to innovate, stay culturally relevant and lead the category with creativity and fun."

Platform marks shift in social strategy

The campaign represents the first activation across Wall’s newly established global social platforms, forming part of a broader effort to build direct engagement with consumers.

Influencer strategy and delivery are handled by MSL UK, supporting content distribution and participation.

Bruno Bertelli, Chief Executive Officer & Chief Creative Officer at LePub Worldwide: "LickScrolling is the first chapter of a new global platform built to engage Gen Z through wit, playfulness, and cultural fluency. Marking Wall’s social debut, the campaign takes a bold, light-hearted, creative approach that taps into current moments and behaviours, reflecting the brand’s authenticity and its resonance with the community."

The campaign combines social interaction, creator-led content and promotional incentives to drive engagement during the summer period, as Wall’s strengthens its presence in digital channels.

www.magnumicecream.com

www.le.pub

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