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Desription
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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.
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