Creativity

Swedish Rock Star and Chocolate Bar Make Comebacks Together

Candy brand Marabou Black ties its relaunch to singer Nilsson

Published on May 06, 2013

Editor's Pick

Swedish agency Forsman & Bodenfors has relaunched a classic Swedish candy brand, Marabou Black, by tying it in with the comeback of a forgotten 80s rock star. The brand, a licorice-flavored chocolate bar, discovered Tommy Nilsson (described by the agency as the "Michael Bolton" of Sweden), was planning a new single, so persuaded him to change his name on his Twitter account to "Black" and have a heavy-metal style makeover. The move generated a storm on Twitter, before Nilsson eventually revealed in a video that Marabou Black was behind it. The brand then became the number one trending topic on Twitter in Sweden, while both it and Nilsson generated national news headlines.

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About

Credits

Date
May 06, 2013
Agency:
Forsman & Bodenfors
Client:
Marabou

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