A limited edition product innovation for Sweden’s most loved snack.

Bågtique Hôtel is a fully operational boutique hotel where the only guests are bags of OLW cheez doodles. The hotel is located at the upscale address Stureplan 19 in central Stockholm and was designed to celebrate an odd consumer behaviour: A dedicated subset of OLW’s fanbase, self-described as “bågluftare” (loosely: “airing enthusiasts”), deliberately leave their cheez doodles open for a day or more, waiting for the snacks to reach what they consider an optimal soft and chewy texture. The hotel gave this fan-ritual an official location.

On “checkout-day” more than 3000 people showed up, and the story was picked up by a variety of national news outlets.

The campaign included: social media films, press assets, event, and a limited edition run of “aired cheez doodle”-bags.

Results:
SOV by Reach increase from 25,4% to 71,5%
SOV by Mentions increase from 52,9% to 84,9%
SOV by Engagement increase from 78,1% to 98%
SOV by Social Shares increase from 39,2% to 95,3%
(Compared to previous 4 month period, which includes the snack-heavy Fall/Winter season)