MEDIACOM, Oslo / DIPLOM-IS / 2020
OUR BRIEF: REVIVE THE WORLD’S WEIRDEST LOLLIPOP FLAVOUR
Every year hundreds of products disappear from the supermarket shelves. It happens for one simple reason – not enough people are buying them.
Kræsj Pink was one of those products. A unique mix of pineapple, cranberry, chocolate and chewing gum flavours, the lollipop disappeared from Norway’s freezer compartments in 2012 after poor sales.
The challenge was that even new brands with broad potential appeal had struggled to build sales and Kræsj Pink’s flavour combinations were definitely on the niche side.
Brand owner Diplom-Is may have around 50% of the ice-cream market in Norway, but even that scale can’t magic old flavours to life.
Our brief was to oversee a successful relaunch.
STEALTH WOULD SPARK EARNED MEDIA AND GIVE US BIG-BUDGET REACH
We would excite our social media fans and create an army of noise around the potential to revive the flavour.
But we also needed to attract a younger audience than our core fanbase. People 40+ were the biggest consumers of lollipops, but Kræsj Pink also had nostalgic value for a younger audience.
The first stage of our strategy would involve targeting those in the know and already passionate about Kræsj Pink. We would build suspense and momentum among this core audience and spark further engagement.
The second stage would take us onto platforms that would hit a younger audience, taking the flavour onto their social media destinations and playing on their love of intrigue and mystery.
Finally, we would hit mainstream media via earned coverage, bringing back memories among a wider audience and driving sales for the relaunch.
WE SPARKED A FRENZY
First, we told our superfans that we appreciated their interest and would see what we could do. This first-ever communication got our core base fired up.
Second, we put up guerrilla posters across Oslo, only using the distinct Kræsj Pink colours. Engagement levels rose dramatically.
The plan was agile, and when a user made a tribute on TikTok, we answered by creating an account.
To keep up the momentum, we connected with Jodel – Norway’s number 1 gossip app – and posted an ad. We backed this up on @norgejodel on Instagram – which reaches nearly a fifth of the population – talking about Kræsj Pink.
Influencers and radio hosts started to pick up on our activity and contacted Diplom-Is but the company confirmed nothing.
Finally, Norway’s biggest news publication, VG, got in touch and asked for an exclusive. We said yes and the news
WE WENT FROM DELISTED TO THE MOST SOLD ICE CREAM IN NORWAY
Our launch was the talk of the country. Kræsj Pink became the most sold ice-cream launch in Norway in 2020, and the second most-sold product in the category.
Twenty-five thousand Facebook fans helped us sell more than two million lollipops (despite the fact that unprecedented demand created major periods of stock shortages).
Radio hosts talked about Kræsj Pink and the media ran 49 stories about the return of this iconic flavour. Reaching well over 75% of Norway’s population.
Sampling sessions attracted huge queues and were covered by NRK radio (Norway’s answer to BBC).
Social media went bonkers – through the period from 23 December 2019 to mid-January 2020 the Kræsj Pink tricolour was everywhere.
Not bad for a low budget launch for a very weird lollipop.