Insight & Idea
Our focus group showed that Läkerol was seen by women as their little guilt-free treat that they always had in their bag and car. The study also showed that the women had obvious favourite Läkerol flavours, which could be a challenge for a new flavour launch. We found that a certain flavour could recall memories, for example of a warm summer’s day on the beach. Our sense of taste uses all the senses and imagination, so we realised that the campaign would need a visual touch.
The aim was to launch Läkerol’s new Raspberry Lemongrass flavour and strengthen the bond between Läkerol and female consumers in a highly competitive market. We knew our main competitors were also launching new sugar-free sweets so we needed to be creative. We decided on the theme Taste is Beautiful. The idea was simple: we wanted three female photographers to freely interpret Läkerol’s new Raspberry Lemongrass flavour. Women’s websites, digital billboards, stores and postcards featured the content.