Ledo has unveiled a new marketing platform for the King ice cream, which encourages enjoyment at any time of day, regardless of the occasion and the company we are in.
The new campaign was done by BBDO Zagreb and will run in seven markets of the region (Croatia, Serbia, Slovenia, Bosnia and Herzegovina, Macedonia, Montenegro and Kosovo). This is the first brand campaign for King since 2014.
https://www.youtube.com/watch?v=CiRNl3lQsmg
“You don’t need a perfect place, outfit or time for enjoyment. With King ice-cream, pleasure awaits you just around the corner,” reads the statement that accompanies the campaign. The campaign keeps the same message that “King ice-cream turns every moment into enjoyment”, but with its style it moves away from the castles and luxury of the previous campaigns, and democratizes pleasure – “King is for everyone,” the agency says.
Almir Okanović, Creative Director, BBDO Zagreb, commented: “Earlier communication of King ice-cream was pretty schematic, and this was characteristic of most other premium products over the last 10 or 15 years. Everything mostly boiled down to highly stylized production, followed by the same patterns: luxury location, luxury outfits, glamorous advertising approach – something which we often see in the high fashion industry. But today, the new generation of consumers want a more relaxed and carefree approach, dominated by fun, street dancing and good time, without coyness and advertising stiffness.”
“That’s why we wanted to move away from the old communication in the TV ad and other materials, and show that enjoying a luxury ice cream doesn’t need luxury location or luxury setting. Ledo King, although premium product made from natural ingredients, is an ice cream you can enjoy anywhere: in the street, in a park, in a tram, to put it simply, you can enjoy it just around the corner. It’s pure enjoyment, devoid of all stereotypes and limitations: pleasure for all generations, all moments, all occasions, all outfits and all locations,” adds Okanović.
CREDITS:
Agency: BBDO Zagreb
Client: Ledo, Frikom
Creative director: Almir Okanović
Director: Dalibor Matanić
Photographer: Mare Milin
Location: Hotel Esplanada + Kralja Tomislava square
Ledo + Frikom team: Maja Pospišil (assistant marketing director), Antonija Ivanković (marketing manager for ice-cream), Ante Cikoja (assistant brand manager for impulse ice cream), Lorena Čavužić (assistant brand manager for impulse ice-cream), Miodrag Marinković (senior brand manager Frikom), Nada Pavlović (brand manager for ice-cream– Frikom)
