Background
Kingis was launched in 1980 as the king of ice-cream sticks, the largest ice-cream stick in Finland and the first with a big, chocolatey heart. Kingis has carried the crown on its logo and packaging ever since.
In spring 2023 Ingman was launching a new Kingis flavour raspberry flavour, which was a good time to update the Kingis image.
The Idea
When the product launch was planned in the autumn, it became clear that the UK would be celebrating a coronation in the spring. Kingis wanted to celebrate in its own way.
The new 'Be Your Own Kingis' campaign got to the heart of Kingis - the big heart - and timing it to coincide with the Coronation was a way of raising awareness among new and old Kingis fans alike.
The idea was inspired by the online phenomenon of "Main character energy", which says that we are the main characters in our own lives, encouraging us to take care of ourselves and shine.
