A tagline like ‘A Friend You Can Eat’ is risqué, catchy and very provocative. And perfect for T-shirts with our target who hung out at bars, campuses and beaches. This was a great way for us to catch their eyes and create a buzz going.

Not everyone was handed out a Swedish Fish T-shirt. Only cool guys and girls that were attractive and admired by other guys and girls were specially given these T-shirts at first.The limited edition release and the fact that there was no huge commercial logo on it, made it more of a fashion item and was therefore desired by thousands. Only people in the ‘know’ had this shirt and knew which brand was giving them out.

Re: Client – Brand recall with the new target audience is up 32% and sales for the candy in areas where the T-shirts were distributed have sky-rocketed by over 70%.

Re: Consumer – some of the success of this T-shirt promotion is probably inappropriate to print here. Suffice to say, it is seen by many as a ‘lucky charm’ and so is the candy by association.