Forsman & Bodenfors Göteborg, Sweden Full Service

Forsman & Bodenfors Creative Work

TitleBlack
Agency
Campaign Black
Advertiser Mondelez International
Brand Marabou
Date of First Broadcast/Publication
Business Sector Chocolate
Story

Marabou is Swedens most beloved chocolate brand. They were going to re-launch Black, a tablet with liquorice. At the same time Tommy Nilsson, the Michael Bolton of Sweden, was about to release his first new single in seven years. So we thought, why don’t they make a comeback together? We got Tommy Nilsson to change his name to Black. Together with a heavy metal makeover we made him into a completely different character than the ballad singer that he is.

But it was of course, all a stunt.

The result? Debates on all major TV, radio and podcast shows and 300 newspaper articles. It even made the frontpage in Sweden's largest newspaper Aftonbladet. The stunt also became the 8th trending topic in the world on Twitter, and became one of Marabous most successful new launches ever. 

Result

Debates on all major TV, radio and podcast shows and 300 newspaper articles. It even made the frontpage in Sweden's largest newspaper Aftonbladet. The stunt also became the 8th trending topic in the world on Twitter, and became one of Marabous most successful new launches ever. 

Media Type Public Relations
Length
More Information http://www.fb.se/work/marabou/black
Production Company Lucky Punk
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