Ässä Mix Laku is a candy bag that has always seen things from a different perspective. The slogan “Think. Rethink.” supported this attitude. In Scandinavia, we are very used to slush and rain. Especially this year, when the winter has been warmer than usual. But Ässä saw this from another perspective and as an opportunity. Ässä decided to turn it into a positive thing. We saw things differently and decided to start taking wet snow instead of sunbathing. Team Wet Snow Takers (WST) was established to present the new sport that had been invented. The team was sponsored by Ässä.

The first campaign stage started on Facebook where hundreds of people joined the Team Wet Snow Takers group that had been established. The WST communicated actively with the community. The team also had a website of their own. They even sent out a press release.

After the buzz had been started, the campaign started and Ässä became involved. The campaign continued with a TV film and opening of five websites. All with a different focus, with videos, info etc. During the winter holidays, WST published the WST Magazine, which was distributed at winter holiday resorts.