KINGIS

How to increase brand love?

TASK:

Kingis wanted to increase brand love and relevance amongst 15-20 year olds. The goal was to gain #1 position in snack ice-cream category.

SOLUTION:

We created a new concept for Kingis called "Suurella sydämellä", which translates to "with a big heart", an idea stemming from the ice-cream’s chocolaty core, also colloquially know as ‘the chocolate heart’ in Finland.

We started with a package renewal, bringing the concept to life in the smallest details. For example, the sticks had little messages encouraging people to do small acts of kindness, like calling your grandma.

We then collaborated with YouTubers to create original content around the theme of deeds with a big heart. These influencers visited radio morning shows as well and ran activations for their followers along the way.

Besides social media we got newspapers to write about the campaign while our promos ran around Helsinki.

KINGIS

Kingis is a classic snack ice cream younger Finns grew up with. Founded in 1980's, it’s now part of Unilever’s portfolio.

RESULT:

Our campaign was success. Sales of Kingis grew 29% faster than other ice cream snacks in the category.

We gained 59% awarness rate among our target group and 78% liked our promotions.

Image factors about Kingis:
Trendy +371%
Open-minded +280%
"Brightens my day" +79%