ABBA SILLIKSET – HERRING AND CHILLING

MAKING ABBA HERRING A DELECTABLE TOPIC FOR YOUNG ADULTS

Our task was to rejuvenate the Abba brand and launch Herkkusillit, Inkivääri & Lime and the new: Gin-silli.

CHALLENGE: HOW TO GET YOUNG PEOPLE TO TASTE HERRING

Abba herring is mild and therefore good as "first-taste herring" for the younger target group, if we can just get them to pop the lid open.

INSIGHT

Herring is eaten at special times (with new potatoes in summer, at Christmas) and mornings after party nights when you feel like you’d like something salty.

Why go further out to sea to fish for our younger target group when we can refine an existing theme for Abba?

CREATIVE SOLUTION: ABBA SILLIKSET (ABBA HERRING BRUNCH) – HERRING AND CHILLING

We branded the traditional herring brunch in a new, bold way to create a hot topic for young adults. The "Abba Sillikset" (Abba herring brunch) campaign combines herring and socializing. We chose Abba GIN-silli as the star product of the launch.

 

 

THE ABBA SILLIKSET CAMPAIGN WAS SEEN, HEARD AND TASTED IN DIFFERENT MEDIA AND MEETING POINTS.


 SILLIKSET DESIGN

We designed an Abba Sillikset pattern (herring + glass) for a party set for photo and competition use: tablecloth, napkins and bags

SOCIAL MEDIA

”REAL OR AN APRIL FOOLS PRANK? HERRING IN 2.2 % GIN”

CAMPAIGN WEBSITE

RADIO- AND SPOTIFY ADVERTISING

The best stories continue with Abba-sillikset herring brunches ....

 

BANNERS ON THE WEATHER PAGES

FIRST OF MAY 2018 OOH AND DOOH SUMMER 2018

INFLUENCER-COOPERATION

RADIO COOPERATION

HERRING ON THE AIRWAVES

During the weeks of the First of May and the Midsummer, the afternoon listeners of the Basso-radio Hikinen program were invited to participate in the competition by sharing their own herring brunch experiences and continuing the herring brunch story.

THE PRIZE WAS A SILLIKSET HERRING BRUNCH ON THE WHITE SAND BOAT