In Sweden every child knows what “Saturday candy” is. Most families stick to the rule, candy only on Saturdays or holidays. But that is a rule for kids – being a grown up has it’s benefits!

In commercials Malaco shows grownups enjoying candy, making every day a holiday, to children’s suspicion and disapproval.

An event was created at a candy store with hidden cameras. We asked everyone under the age of 18 (i.e. minors) for ID to buy candy – it was after all an ordinary Tuesday.

To activate this concept in store we created an event, where with hidden cameras asked everyone under the age of 18 (i.e. minors) for ID – it was after all an ordinary Tuesday.

We filmed the heated reactions of the children (and grown ups), after revealing the cameras to the 'victims' we sampled the candy and made them our ambassadors. After editing the film the large group of kids where a great asset in the seeding of it.

The event was very successful. During only 1 day we sampled hundreds of candy-bags, got a big register of young ambassadors and made a 3 minute long prank-film that was easily spread. The film has reached over 2 million unique viewers, it ranks on top 3 organic search results on both Google and YouTube Sweden, it’s been shared over 30,000 times and it’s on Sweden’s 'top 20 shares all time'. Sales are raised and brand preference is steadily going up.