Our task was to rejuvenate the Abba brand and launch Herkkusillit, Inkivääri & Lime and the new: Gin-silli.
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.
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?
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.
We designed an Abba Sillikset pattern (herring + glass) for a party set for photo and competition use: tablecloth, napkins and bags
”REAL OR AN APRIL FOOLS PRANK? HERRING IN 2.2 % GIN”
The best stories continue with Abba-sillikset herring brunches ....
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.