Sometimes the entry barrier for new customers seems insurmountable. For instance when you make liquorice, and half the world happens to hate liquorice.

To activate a relatively unknown brand and make customers experience a product they believe, they don’t like, we launched Share It With A Hater, being both the creative platform and activation strategy. We offer anyone free liquorice if they promise to share it with someone who hates it.

Through SoMe, and PR, consumers are led to a sign-up-page for free samples, to retargeting films with tastings from around the world, and to stores.

Lakrids by Bülow is a small Danish gourmet liquorice factory with immense local success and a lot of self-esteem. While liquorice is an esteemed national candy, the entry barrier for new customers abroad is considerable. In most parts of the world, liquorice is not considered a treat. In fact, more than half the world hates liquorice. But the thing is, that when they taste ours, they tend to change their minds. The assignment was to launch in new markets.

So, how do we activate the brand outside of Denmark and have people experience a product, half of them believe to hate? With a low brand recognition in foreign markets, we needed new customers to engage with the brand and even more importantly; to break down the barrier and have them taste our liquorice.

Half the world hates liquorice, but when people taste Lakrids by Bülow, most change their minds. So, we set out on an absurd mission – we want to make the world love liquorice. Biggest problem - besides how big the world is - we need people who think they hate our product to taste it. Hard sell.

But if half the world is against you, the other half is on your side. So, we decided to activate the liquorice lovers with the campaign “Share It With A Hater”.

We simply offer anyone a free sample of our liquorice, if they promise to share it with someone who hates it. We have calculated it will take 412 years to make 84% of the world love liquorice this way - so it’s not the perfect plan, but it’s the best one we have. And it’s the biggest sampling campaign in history.

Love of liquorice is a cultural thing: In some parts of the world, liquorice taste is used for pharmaceuticals, and the taste makes people think of being sick. In others, the salty dark taste is just not considered a treat. And then there is Denmark, where liquorice is the national candy. Danes love liquorice. And Danish gourmet liquorice manufacturer, Lakrids By Bülow, has made it their mission to make the world love liquorice. The weapon? A dragéed liquorice hid within in first-class milk-chocolate. Even people who don’t like liquorice tend to become lovers when they taste it. But how do we tempt them?

Share It With A Hater is a social trigger designed to make consumers engage in a conversation about the product, because nothing is better than a good antagonist. A conversation about delicious liquorice is extremely dull, until you realize, that half the world hates liquorice.

Half the world hates liquorice. And we want them to give it another try. So, if you promise to share it with someone who hates it, we promise to send you liquorice.

Share It With A Hater is a social trigger designed to make consumers engage in a conversation about the product, because nothing is better than a good antagonist. A conversation about delicious liquorice is extremely dull, until you realize, that half the world hates liquorice.

A film shot in the actual factory with a cast of factory workers only kickstarted the campaign on social media. A PR push followed, and the customer journey started in press and so-me, and led consumers to the sign-up page for free samples, to retargeting films with people from around the world tasting the product, and to stores; both online and physical.

The campaign is obviously still running since it will take approximately 412 years to make the world love liquorice. But as The Guardian wrote: ”They try to convince people, that liquorice isn’t disgusting”. Yes, we are, and we are doing pretty good!

1st day:?Sample sign-ups from 76 countries

1st week: ?Sample sign-ups from 106 countries

1st month: Sample sign-ups from 120 countries

Key hater-markets first month:?US: +23.000 sample sign-ups?UK: +21.000 sample sign-ups

Awareness rose by 20 % within 4 months (DK) and almost doubled in Germany.

Hero film views: 7.5 million.

PR reach:?131 million potential haters