Client
Hercules Ice Cream
Year
2019
THE COUNTRY HAS PREPARED ITS TONGUES. THE TIME HAS COME TO LICK.
Hercules Ice Cream hasn’t been in the media for 4 years, but everyone remembers their previous advertising campaign, called «prepare your tongues.» Some loathed Hercules, some liked Hercules, and some just licked.
For 4 years, competitors have built communication strategies and made noise.
CHALLENGE
We faced a challenge. Create a summer advertising campaign that would draw attention to Hercules Ice Cream. Loudly remind everyone about Hercules after a long media break— and especially to be louder than the competitors. Be provocative and noticeable. Make people talk about Hercules, like Hercules, share and comment Hercules. In a word, generate hype.
SOLUTION
Competitors talk about «pleasure,» «inspiration,» «love» and blah blah blah, it gets boring. But with Hercules, things will be different!
To stand out amongst banal ice cream ads, we continued to be punks. We went out and shouted «EVERYBODY LICK HERCULES.» Loud, provocative, maybe a bit vulgar, but it got N-O-T-I-C-E-D. It’s not easy to just pass by that kind of slogan. Maybe if Kim Kardashian is walking around. And then again, maybe not.
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The slogan «EVERYBODY LICK» returns us to the previous Hercules campaign, «Prepare your tongues,» and invites people to lick ice cream and awaken their fantasy.
After a succinct and provocative outdoor campaign, we released a video for television and the Internet.
The idea of the video was the true story (albeit unrealistic) of a boy who reaches zen by licking ice cream and now he’s crazy about licking his ice cream in strangest and most ridiculous ways. The 15-second video — the shorter versions of it — tells of one of the those ways.
Click and see if he succeeded.
The «EVERYBODY LICK HERCULES» campaign is ongoing, but you can already see social media photos, comments and reposts. A picture was even published in a black and white newspaper (in 2019!). As well as in the instagram account @h_kharkov, which, at the time of writing, has more than 225k followers.
