The famous King ice cream brand welcomes the summer of 2020 with one novelty: after being exclusively consumed for many years as a premium ice cream bar, it is now available on the market as the creamiest ice cream dessert in a cup.
The change in format and the fact that the ice cream is intended not only in retail but also for sale in HORECA, required a noticeable, playful, and modern design.
As an inspiration, a stylized shape of the crown was used, which symbolically communicates how the moment we consume our King in a cup turns into: a royal moment. Accordingly, the product launch campaign highlights the importance of a positive attitude in life and communicates that, even in moments that aren’t exactly the brightest, things can always turn for the better if viewed from a different perspective. Everyday life in which we are overwhelmed with obligations, difficult thoughts or shocking news, always becomes a little more bearable with the delicious King and the optimistic attitude it stands for, with the message: Turn to dessert!
The product comes in 4 flavors; pistachio, caramel, vanilla, and chocolate.
King ice cream is sold in the markets of Croatia, Serbia, Bosnia and Herzegovina, Slovenia, Montenegro, Northern Macedonia, and Hungary.
Creative Directors: Jelena Fiškuš, Sean Poropat, Studio Sonda
Designer: Aleksandar Živanov, Studio Sonda
Account Manager: Mladen Gvozden, Studio Sonda
Production: TVC: Brand Vision
Client: LEDO/ FRIKOM
Vanilla:
Chocolate:
