In total, more than 40,000 people interacted with the Anthon Berg promotion in Copenhagen, Oslo and Stockholm airport, which exceeded estimates by 20%. In Copenhagen alone, it was exposed to more than 700.000 people. And despite spending zero dollars on PR, the activation garnered media attention around the world.

The team took the creative idea and came up with a solution where The Anthon Berg Generous Upgrader was placed in central areas of the airport, thereby working as an outdoor but also a promotional event. Adverts and flyers were placed in stores at the airport telling travelers where they could find the Upgrader and through the Airport newsletter and website travelers could also get information about when and where they could visit the stand.

For over 100 years, Anthon Berg has stood for generosity. It's a tradition carried down from the founder, who handed out free samples of his famous marzipan bars to customers waiting in line outside his shop. This philosophy of generosity is something we proudly continue and encourage. In fact, we believe you can never be too generous.

Hence, the aim was to become the travelers preferred chocolate brand and get new potential customers to sample Anthon Berg’s products in the airport while demonstrating our philosophy of generosity. So, we decided to reward those passengers who need it most by turning the humble boarding pass into a ticket to a “delicious flight upgrade”. For once, having a bad seat on a plane was actually a good thing.