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16 November 2011

Cream world tour presents Sweden: Nationella Hivradet, Kalles, Marabou


Jump on board to our next stop on the Cream tour. Today, we are checking out Sweden.


Sweden is one of the strongest newspaper markets in the world; it is also one of the leading markets for online penetration. Although a keen focus on in-house production keeps TV standing firm, the medium doesn’t compete in terms of adspend against these two. In fact, its market share is already behind that of online. For more on the local media landscape in Sweden, click here.

The following case studies are just a few of the many fantastic digital campaigns we've seen from Sweden:


Kalles krispbreadA Good Egg: While Kalles Kaviar is a favourite in Sweden, the interactive potential for this sandwich spread is admittedly fairly limited. Instead, the brand cleverly chose to focus on the traditionally Swedish sandwich partner, the egg, and thus developed a mobile solution to the perfect boiled egg.


Marabou chocolate
: To engage its fans, Marabou milk chocolate created an unofficial chocolate language that quickly spread throughout the country.



Fuck treeThe Shag Tree: How many people have you really slept with? When it became clear that Swedish youths were developing dangerous attitudes towards sex and HIV, the HIV Council developed a Facebook application showing people how many people they had statistically and potentially had sex with.




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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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