SAADA SÕBRALE LÄTLANE / SHIP YOUR FRIEND A LATVIAN

Kirjeldus

BRIEF Simple - we were asked to launch Latvian no1 ice-cream Karlssons in Estonia. REALITY Not so simple. Estonians and Latvians don’t get along and we have quite a different taste in packaging and branding. SOLUTION First we renamed the product from Karlssons to the only Latvian word every Estonian knows - Saldejums. Then we hired a hot Latvian actor to work as an ice-cream messenger: tell us your friends address on the site and ship your friend the latvian with a free box of Saldejums. NUMBERS We spent 0 € on ATL media - the social, celebrities and WoM did all the work: 47 000 visitors on the site, Instagram reach < 60 000, campaign reach 180 000, press realises in Estonia & Latvia. Considering a cold summer the sales were incredible: over 300 000 Saldejumses.