We made use of two current news events and put a Delicato spin on them. On January 22 Sweden passed 10 million inhabitants. Shortly thereafter, January 24, Kellyanne Conway and the White House used “alternative facts” to support the lie that Donald Trump’s inauguration crowd was the biggest in American history.

Delicato commented the bizarre post truth movement and the fact that Sweden just passed 10 million inhabitants by presenting their own facts.

The ad was posted on Facebook January 24. Within 24 hrs, it became one of the most viral commercial posts ever in Sweden.

The post reached 633 492 Swedes on Facebook alone. The chocolate ball also made headlines in both national and international media, including becoming a topic of conversation on one of the most popular shows on national radio. The estimated value of earned media was XXXX €. All this with a total media budget of 100€.