In Christmas 2010, a new praline will be introduced in the Aladdin box. But instead of talking about the new praline, we decided, in true reality TV style, to focus on the unfortunate chocolate that would have to leave to make room for the new. Through the campaign “Save Christmas”, we converted the communication into a question of democracy, we invited Swedes to vote for their favorite praline to stay in the box and the least popular one would have to leave the box in 2010.

The fans turned out to be truly loyal to their favorite pralines - films, posters, groups on Facebook, fan pages, T-shirts and blogs dedicated to specific pralines were created. The campaign resulted in over 380 000 votes, 300 blogposts, 15 000 fans of the campaign on Facebook and over 140 000 persons took the praline test, which made the application number four of the world’s fastest growing applications.

During the Christmas period, sales increased with 26.5 percent, market share with 2.8 % and the revenue with 44 %. The reach of the campaign was over 33 million.