What summer does to your head: Raketje's unique (legendary) campaign

Under the guise of...

Under the guise of letting the gorgeous weather inspire me (and finding a perfect excuse to head to the supermarket in a bit), I want to get something off my chest about a campaign I've found fascinating for years. Purely out of hobby. Out of brand obsession. And yes, also because I just want to eat a Raketje later.

Summer = sun, music, ice cream

When you think of summer – or a festival, an afternoon by the water, a moment on the balcony – three things come to mind: sun, good music, and something cold. That just happens to be exactly the mix this Raketje campaign hits. Yes, it's five years old. But it's still stuck in my head. And that says something. That sticks.

The campaign itself

I was scrolling through the YouTube comments. And apart from a few cynical jokes and 'what is this' reactions, most people are genuinely enthusiastic. Many call it a legendary move. And I get it. Because 5 years later it's still being streamed. People are still reacting to it. That doesn't just happen. That's good work. Brand building, but with humour, timing and cultural awareness.

So what works so well?

Raketje is positioned as the nostalgic summer ice cream that connects generations. The brand taps into recognition, childhood memories and fun – approachable, familiar and culturally anchored. The focus is on family feeling, sharing together and reliving summer traditions. It's not forced cool. It's just real.

And then came Gerard Joling and Poke

And that made it – honestly – just an incredibly strong collaboration. A partnership that actually works. Between Gerard Joling, Poke and Ola's Raketje. And you don't see that often: three brands, artists or worlds that complement each other so well it doesn't feel like a campaign, but like something that simply makes sense. And honestly? For me, this is what a good brand partnership is really about.

I thought that was really smart. Because where brands often miss the mark when they want to do 'something with young people', Ola does it differently here. They combine two cultural icons from completely different worlds. Joling for the OGs. Poke for the new generation. It clashes. It grates. And that's why it works. They're not building a 'young' brand. They're making a campaign where young and old can laugh at the same time. And that's gold. Especially when you tie it back to the positioning of 'Raketje' as a brand. A classic.

For anyone thinking: nice, but what's in it for me?

Well, if you ask me:

• Positioning works if you dare to own it. No trendy rebrand needed.
• Contrast is power. Dare to clash. Dare to be surprising.
• Humour + Community = staying culturally relevant

And this is what we often see come back at ODB in our Boiler Room sessions. Campaigns don't have to be perfect. They have to work. Operate on feeling, and on strategy.

Finally: I'm moving myself towards the Appie

I wrote all this down with just one thought in mind: I'm going to get a Raketje in a minute. With summer on my mind. And on the way I'll scroll through my camera roll, back to that flyer from De Cultuur years ago — the 'het lijkt wel zomer' tour. Not sponsored by Raketje. But definitely Powered By.

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