KARL FAZER // I’LL JUST HAVE ONE PIECE
Client: Fazer Confectionary
BACKGROUND
Times are far from easy. Fazer, the iconic Finnish chocolate, was facing severe market pressure. Inflation, confectionary taxes, and rising cocoa prices were making it increasingly difficult to maintain its market-leader position.
OBJECTIVES
The campaign was essential for Fazer to defend its position against private labels and justify its premium pricing. The core aim was to increase brand preference and inject more desire into the brand image.
STRATEGY
We tackled the business-critical challenge with a brand strategy renewal, centered on the word “Craving”. The first campaign under this new strategy was built on the universal truth we all share when craving chocolate: the self-lie, “I’ll just have one piece…”
IDEA & EXECUTION
On April 1st we claimed we’d done something outrageous: a one-piece chocolate tablet. And obviously, people thought it was an April Fools’ joke. Hundreds of people were commenting on the Instagram post, wishing it was real.
Turns out... we weren’t joking.
24 hours later we dropped the one-piece for reals, and the internet went crazy.
We then seeded the special chocolate tablets to influencers, ranging from the biggest in the country to smaller ones. We shared the love on the streets: asking people if they’ve ever said “I’ll just have one piece”, then rewarding them with our one-piece if they had. Our tagline, “a piece better” was all over our tactical ads: on TV, on display, and on the streets. We even invited creators to our factory to do their very own unique one-piece tablets.
RESULTS
BUSINESS
- 657% Return On Marketing Investment.
- 11% Increase in sales value.
ATTENTION
- We reached 74% of Finnish users on TikTok – and that’s just pin-pointing one channel.
- Average watch time on TikTok was an astronomical 17(!) seconds.
- Engagement +291% on Instagram – in one day(!).
CREDITS
CLIENT: Fazer Confectionary // CREATIVE AGENCY: Kurio // PRODUCTION: Kurio // MEDIA AGENCY: Dagmar // AD AGENCY: SEK
LINKS
CASE-STUDY: See above or go to Vimeo //
17s AVERAGE WATCH TIME ON TIKTOK
+291% ENGAGEMENT IN ONE DAY
657% ROMI