Klasika is one of the oldest ice cream brands in Lithuania. Over time, the brand identity had shifted repeatedly and became blurred — and “classic” can mean many things, not necessarily ice cream. For us, this became an opportunity to reinterpret Klasika’s identity. We developed an advertising campaign designed to strengthen the brand and increase awareness. The challenge was to present a “good classic” without wrapping it in dusty nostalgia. We chose a retro direction associated with summer, lightness, and dancing. The slogan — familiar to everyone — became:
Ice cream, now what‘s ice cream!