Together with partner Jacob Eklöf, we set out to make the launch of OLW Smash’s biggest smash to date as epic as… well, internets most loved epicness: fails. Riffing of the product name and core target audiences love to get a big failure on camera, we did just that. The result is a campaign that catches you by surprise, feels authentic, and was incredibly well received on social platforms.
The campaign made industry headlines, like here, was shortlisted on TikTok Awards 2024 and delivered big on sales:
+1M units sold.
29% of buyers switched from competitors, and 17% were new to the segment.
2nd best-selling chocolate bar in the segment and 5th best-selling chocolate overall.
TikTok: 7.2 million impressions and 61.3% reach within the target audience.