Nykštukas ice cream is a Lithuanian classic, loved across generations for its creamy taste, unique shape, and childhood nostalgia. With the launch of new playful flavors, the challenge was to introduce innovations while keeping the brand’s legendary spirit alive.

Solution

We built a campaign around the universal gesture of approval — a thumbs up. In Lithuanian, nykštukas (gnome) shares the same root as nykštys (thumb). Holding a Nykštukas ice cream, your thumb just rises on its own - perfectly continuing the brand’s positioning: “Neįmanoma atsispirti” (“Impossible to resist”).