In a world where trends change at an incredible speed, some things remain etched in the Hall of Fame. Frikom and Ledo, two beloved ice cream brands across the region and among all generations, with the support of McCann Belgrade, have launched a campaign to bring back their timeless classics.
The campaign simultaneously launched in Serbia, Croatia, Montenegro, and Bosnia and Herzegovina.
Celebrating the new while bringing back the cult classics
Once upon a time, it took years for something to become popular, but today, thanks to social media, something can go viral in just a few days. Social media fosters an environment where trends spread like wildfire. And who would have thought that millennials, the most advanced, educated, and fastest generation, are increasingly turning to the past? In fact, in the midst of rapid professional and personal growth, they seek stability, familiarity, and emotional security. Nostalgia is no longer just retro; it is a feeling of security in something tried and loved. Thus, while the digital age celebrates the new, it also brings back the iconic. Ledo and Frikom are at the heart of this revival, offering the comforting taste of legendary flavors that have stood the test of time.
What makes a legend, a legend?
In short, a legend lasts for years and is resistant to trends because it is authentic. It has its own story, built on rich heritage. Legendary ice creams from Frikom and Ledo are not just treats; they are timeless experiences. As the world changes, their classic flavors continue to bring joy and a sense of continuity.
How to brand legends?
In a world of endless choices, sometimes we simply want something familiar, something that doesn’t change with every scroll. The idea here is that in an era of fast changes, Ledo and Frikom legends remain consistent, providing a sense of security and reliability. They are the flavors we return to when life becomes too hectic, when we are overwhelmed by different emotions in an ocean of information, because they remind us of simple, unforgettable moments and represent our peaceful harbor. Hence, the key message: Just follow the legends.
Legends everywhere – on screens, streets, and networks
Since legendary ice creams are beloved by all generations, it was crucial for the campaign to reach as wide an audience as possible. Along with TV commercials and striking outdoor advertising, a special focus was placed on social media – because each platform has its unique way of storytelling and its loyal audience. Therefore, the campaign message was carefully tailored to the specifics of each network, but its essence remains the same: what lasts – truly matters.
Are you ready for the return of the legends?
Join us in celebrating the return of legendary flavors. Because, while trends change, legends endure.
Ledo / Frikom
Miodrag Marinković, Brand Development Director Ice Cream Adriatics
Velibor Mudrić, Senior Regional Brand Manager
Emina Kadić, Product Manager
Dušan Radovanović, Brand Manager
Andrea Previšić, Brand Manager
McCann
Aleksandar Milojević, Strategic Director
Dubravka Petrović, Associate Creative Director
Jana Savić Rastovac, Executive Creative Director
Milica Zeljković, Senior Designer
Filip Tajsić, Social Media Manager
Iva Milošević, Account Manager
Jovana Stojanović, Group Account Director
Nebojša Ereš, AV Producer
Frikom
Ledo
