Marabou simply changed the pack! And replaced ‘milk chocolate’ with hundreds of excuses and occasions related to buying and sharing chocolate: WE’LL-LAUGH-ABOUT-IT-IN-10-YEARS-TIME-chocolate, LET’S-DO-THE-DISHES-LATER-chocolate, BETTER-LATE-THAN-NEVER-chocolate etc.

The stores were filled the the newly named chocolate bars. A national campaign combining made the excuses and occasion visible everywhere.Then Marabou invited consumers to write their own names. In-store. Online. And across social media. Soon finding new names for Marabou had become a National sport in Denmark.

More than 6.000 new consumer-generated names were officially registered.

Consumers, blogs and media created more than 20.000 new stories online.

The campaign generated more than 2.3 mill earned media impressions – in a country with just 5.5 mill inhabitants.

And within just one month sales increased with 24%.