RODEO TVC CAMPAIGN
The Request
Kri Kri entrusted Leoussis_a with the repositioning and rebranding of Rodeo, one of its most recognizable ice cream products. With a completely refreshed identity — including a new logo, packaging and visual language — the brand needed a new TV campaign that would reintroduce Rodeo to a younger generation and redefine what “Rodeo” actually means.
The goal was not simply to launch a redesigned product, but to build a stronger emotional territory around the brand.
The Challenge
Although Rodeo had strong recognition as a product, the name itself did not yet carry a clear emotional meaning or set of values in consumers’ minds. What does “Rodeo” stand for? What feeling does it evoke? And how could this feeling become culturally relevant for younger audiences?
The challenge was to transform Rodeo from simply an ice cream into a symbol of a specific summer mindset and lifestyle.
The Insight
For young people, Greek summer is not a destination. It is a feeling. It is freedom, spontaneity, heat, adventure, fun, carelessness. And ultimately, it is those small moments that become unforgettable memories. Rodeo could become the ice cream that embodies exactly this feeling.
The Idea
We created a cinematic summer film that defines Rodeo as the taste and vibe of the Greek summer itself. The campaign follows a youthful, spontaneous summer journey filled with sun, sea, impulsive adventures and moments of carefree joy.
The storytelling captures the emotional texture of modern Greek summer through a fresh, youthful lens, positioning Rodeo as part of those authentic experiences. The product becomes naturally integrated into the narrative, not simply advertised, but lived.
The campaign successfully repositioned Rodeo with a clearer emotional identity and a more contemporary cultural relevance. By connecting the brand with the feeling of the Greek summer itself, Leoussis_a helped transform Rodeo from a nostalgic product into a youthful summer symbol: playful, adventurous and instantly recognizable for a new generation.
The Result
The campaign successfully repositioned Rodeo with a clearer emotional identity and a more contemporary cultural relevance.
By connecting the brand with the feeling of the Greek summer itself, Leoussis_a helped transform Rodeo from a nostalgic product into a youthful summer symbol: playful, adventurous and instantly recognizable for a new generation.
Date:
May 4, 2026
