Turn freaKING into KING

The famous King ice cream brand welcomes the summer of 2020 with a new addition: after being exclusively consumed as a premium ice cream bar, we now created campaign for 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, vanilla,

caramel and chocolate.

King Ice Cream is sold in the markets of Croatia, Serbia, Bosnia and Herzegovina, Slovenia, Montenegro, Northern Macedonia, and Hungary.

The packaging design and concept are signed by Studio Sonda.
Production TVC: Brand Vision
Client: LEDO / FRIKOM