Save Christmas, Save your flavor

In 2010 , Kraft Foods/Aladdin created a campaign to promote their new chocolate product in Sweden. Aladdin Chocolate box is a well-known brand in Sweden. However, as time passes by, people just get used to its existence. The company decided to launch a new selection of flavors in the box. In order to generate more buzz, they created a campaign called “Save Christmas, Save your favorite flavor.” It asked people to vote for their favorite flavors. Those unfortunate flavors have to go in the end. Moreover, the company gave each flavor a “personality” to activate the personal connection with them.

They set up digital polling locations in major locations and Facebook  Pages and groups, as well as an application to facilitate the interaction. The deep love of chocolate in the Swedish community motivated people to “guard” their favorite flavors. The vast use of social media brings the campaign close to their fans.

In the end, the campaign was a huge success. More people voted for their favorite flavors than for the political election. It was about 5% of the Swedish population participated in. The most sweet result is the sales number:Aladdin’s sales increased by more than 26% during the holiday season.

A campaign can’t succeed if people did not see the relevance to their lives.
“Guard “your favorite flavor is the first incentive. Social media is the assistance or facilitator. It made voting easier and more reachable.