When brandless is more

Under normal circumstances, a billboard without the brand’s logo or name may cause confusion to those who see it. This wasn’t the case with several brandless billboards that went up in different locations around the Philippines.

A brand to flavor every moment

Not many products can pull off a brandless billboard, but with an established presence like theirs, they need no introduction. In an age of bigger logos and prominent branding, their bold move is a statement of knowing how much they have affected the daily lives of Filipinos.

With this gutsy outdoor ad, the glimpse of a simple image was enough to bring on a surge of memories. It is no longer just about a company or a product. It’s about us, our celebrations, our quiet victories, and our moments of joy. This is the power of a truly iconic brand.

A billboard to bring back memories

When these Selecta ice cream billboards popped up, the images were enough to stir something deeper, an unmistakable taste that has become a key part of our lives. It was more than just a tub of ice cream, it unlocked so many sweet memories.

It could be the memory of the best birthday ever. Everyone came to the family celebration. You noticed how your father remembered your favorite ice cream flavor when he took out the familiar gold tub for dessert.

It could be the memory of your worst break up ever. Despite feeling hurt, your best friends knew how to make it better. They come over on the weekend with ice cream, a movie, and hugs, turning the bad memory into a testament of friendship.

It could be the memory of a hot summer when eating ice cream cooled you off as the tiredness from work melted away. You remember being totally relaxed, a rarity in your busy life.

The simple billboards became shortcuts to happiness. People saw the same image but connected it with something deeply personal in their own lives. Selecta reminded people not of their name but of how to flavor each celebration with the taste of joy and togetherness.