Kurio

Fazer is one of the most beloved brands in Finland – and Tutti Frutti is their no. 1 candy bag brand. But it was losing ground in the younger segment. The campaign was based on Fazer's extensive market and consumer research, which found a new position in the market where no big players had gone. The drivers of consumption in this new position are hedonism and balance: eating sweets is a conscious choice that reflects one's values. Tutti Frutti’s recipe was redesigned to match the changed consumer needs: colors and flavors were switched to 100% natural, and most of the candy bags went vegan.

We needed a brand strategy and a concept that appealed to our young target group, the heavy users of candy market – and thus boost sales.

We started from one clear insight. The young love their ”inside jokes” as much as candy. You know, the things that parents don’t really get. So we tapped into one such phenomenon: TikTok. The user based had just crossed the 2 bn mark and was exponentially growing. It was just then, in April 2020, that we took the channel by storm. In a time when everyone was either crazy about it, or thought it to be way too crazy, we stayed true to our brand slogan: “Do the natural.” And natural on TikTok means (besides the dances, duh) magical illusion videos. There are more than 37 bn videos under #magic and 5 bn views for the ones under #illusion. It’s a native genre for the channel, thanks to its extensive video editing options.

Tutti Frutti TikTok Toolkit – a set of props to help you create the most amazing illusions ever

We crafted the world’s first TikTok Toolkit. Inside this super exclusive, must-have box you’d find three Tutti Frutti inspired props: a human-sized candy bag, a tiny edible candy bag, and a giant candy. We launched the toolkit with influencers. And people went crazy. Everyone wanted one. It went viral with no paid media. We even did the most epic magic trick: took TikTok out of TikTok. One lucky TikToker got her duet featured in our TV spot side-by-side our influencer, both doing their own tricks to our tune.

ORGANIC RESULTS: Reach 12MM // Total video play time 68,000 h (=7.7 years!) // Ave completion rate 96% // Likes 1,250,000+ // Comments 22,000+ // UGC videos 2,000+ //// BRAND RESULTS: Brand consideration up 22% for target group (YoY) – all-time high since 2016 // Weekly usage up 100% for target group (YoY) – all time high since 2016 //// BUSINESS RESULTS: Sales growth 7% (YoY) - beating (the very ambitious!) targets by 17%

CLIENT: Fazer Confectionary // CAMPAIGN NAME: Tutti Frutti TikTok Toolkit // CREATIVE AGENCY: Kurio // PRODUCTION: Juha Ilmari Laine // MEDIA AGENCY: Dagmar // GRAND ONE CATEGORIES: 1) Paras somekampanja, 2) Paras vaikuttajamarkkinointi

CASE STUDY: https://vimeo.com/453262537 // MAIN INFLUENCER VIDEOS: 1) https://vm.tiktok.com/ZMeLcETB5/ , 2) https://vm.tiktok.com/ZMeLcCTjh/ , 3) https://vm.tiktok.com/ZMeLcCYRs/ , 4) https://vm.tiktok.com/ZMeLcstug/ , 5) https://www.youtube.com/watch?v=it2dHBRJc9o // SUPPORTIVE INFLUENCER VIDEOS: 1) https://vm.tiktok.com/ZMeLcHtoY/ , 2) https://vm.tiktok.com/ZMeLcxyrp/ , 3) https://vm.tiktok.com/ZMeLcGm9y/ // TUTTI FRUTTI ON TIKTOK: https://vm.tiktok.com/ZMeLcHVA9/ // TVC WITH UGC: https://vimeo.com/423069349