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  • News
    effie-slovenia-naslovnica

    Knowledge and inspiration on the 1st Effie Day

    cannes-delfin-naslovnica

    Curtain up for the Cannes Corporate Media & TV Awards 2021

    craft-jury-naslovnica

    Golden Drum represents Craft Jury, which will be chaired by Damisa Ongsiriwattana from Bangkok

    cockta-naslovnica

    DROM agency for COCKTA

    warc-naslovnica

    WARC Awards for Effectiveness 2021: Call for entries and juries named

    media-com-naslovnica

    Global Media Agency of the Year MediaCom Helped Clients See the Bigger Picture During Crisis

  • Weekly topic
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

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    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

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    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

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    Pripravljeni na vse, kar sledi

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    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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    francis-ingram-naslovnica

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    Three questions for Philippe Paget, AdForum: PHNX is encouraging the industry to “rise and shine”

    Three questions for Saša Leben: Foundation for development of Formitas in the future will continue to be its essence of today – strategic know-how and brand

  • WOMANCOMM
    nastja-naslovna-2-min

    Nastja Mulej: The time has come for women to show what they’ve got!

    Maja Kolarić: One of the beauties of art is how it can imbue a city with global spirit

    7 Notable Women in Advertising

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Home News

New campaign for King Classic with 30% less sugar

The legendary ice cream was deprived of 30% of sugar, all in order to get more and give users the freedom to enjoy one more ice cream without remorse.

13/07/2020
in Featured, News
2 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

The desire for freedom is an inexhaustible and a very topical issue today. In fact, it was the desire for freedom that originated some of the historical classics. Each of them represents a whole revolution and although perhaps misunderstood at first, eventually becomes the ultimate symbol of the struggle for individual freedom: freedom of expression, freedom of communication, freedom of expressing one’s view, freedom to be what we are and behave as we feel.

And many of these historical moments have one guiding thread in common: each of them became historically important just when something that was unimaginable until then was taken away from it.

These are exactly the topics covered by the new summer campaign of Studio Sonda for King Classic with 30% less sugar. Concluding that the legendary ice cream was deprived of 30% of sugar, all in order to get more and give users the freedom to enjoy one more ice cream without remorse.

 

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The campaign and the animated TVC are accompanied by ads that practically prove that less often brings more. Namely, 30 percent of advertising space is donated in favor of the promotion of the Center for Youth Development (CERN), which conveys the message that taking away often does not mean really losing something, but quite the opposite: the product is equally and effectively advertised on a slightly smaller area, creating though a new value, in this case the promotion of the Association that cares about youth development.

Finally, the campaign is rounded off by dynamic stories that teach us about interesting historical moments and discoveries that, out of a desire for freedom, became world classics when the initial part was taken away: like a donut, cabriolet, mini skirt, bikini, etc.

Credits: 
Creative & Art Director, copy: Studio Sonda – Jelena Fiškuš, Sean Poropat
Design key visual: Studio Sonda – Aleksandar Živanov
Illustration: Ale Giorgini
Animations: Stefano Meazza
Key Account Manager: Studio Sonda – Mladen Gvozden
Production Manager: Studio Sonda – Rafaela Kerin
Production: BrandVision
Client: Ledo / Frikom marketing

Tags: CroatiaFrikomLedoStudio Sonda
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