Planica, the Guinnes world record holder

Ljubljanske mlekarne

In the summer of 2009, the ice cream Planica, a true institution among Slovenian ice cream products, celebrated 35 years.

To mark the anniversary of this ice cream, which conjures up nostalgic memories for many Slovenians, Pristop designed a sweet communication strategy. The campaign was based on creating the longest ice cream dessert in the world as recognised by the Guinness Book of World Records. The basic creative concept was therefore based on an event staged in the centre of Ljubljana to which all ice cream fans – the young and young at heart - were invited. The basic goal of the whole campaign was to rekindle the emotional bonds that older generations have with Planica and to show young people that Planica is a great ice cream.