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DON'T BE
PERFECT
BE PRESENT
CASE STUDY
THE BACKGROUND
Sun Lolly is an iconic triangle-shaped Scandinavian freeze-at-home ice lolly and one of Denmark’s most loved and iconic brands. This is the first emotional brand campaign in its more than 40-year history.
THE BRIEF
After years of tactical messaging and price squeezes, the brand had lost its relevance beyond seasonal offers and lacked a place in the hearts and minds of families.
audience insight
6 out of 10 parents feel pressure to be ‘perfect’* – A trend driven by perfect Instagram feeds and unrealistic ideals of parenthood portrayed in the media * The Telegraph, 2019
PRODUCT TRUTH
Sun Lolly has to be eaten with two hands, and takes time to enjoy – giving families a moment of presence together.
CREATIVE SOLUTION
Don't be perfect
be present
A multi-channel brand campaign celebrating unpretentious, real, and honest parenthood – because time spent chasing likes on Instagram is time wasted – time that could be better spent with your kids.
+14%
SALES INCREASE
campaign
results
+14.4%
VTR ON BRAND FILM
+4%
market share
'Fool for you' brand film
The brand film tells the heartwarming story of a father who does everything to make his daughter smile – no matter how silly it makes him look to the rest of the world.
'FOOL for you'
original soundtrack
Anna Olivia - Fool for you
00:00 / 03:16
The soundtrack – Fool For You – written and produced specifically for the film is an ode to parenthood, encapsulating the bitter-sweet emotions that define us from the moment we become parents and follow us through to the next generation.
It was released on Spotify, and supported by
an unplugged live session on YouTube.
The Only 'like' that matters
The social campaign reminded people of the only like that matters, showcasing parents who do everything to make their children smile, regardless of how it makes them look to the rest of the world.
Relatable statements about parenthood
opened up to a more honest discussion and served as an encouragement to parents working hard to make their kids smile.
TO ALL THE families who want to experience a different circus than the one at home
As the country opened up from the first lockdown, a competition to win tickets to a magical cirkus show was launched online.
Print & OOH
The supporting print and OOH campaign brought our message to the streets.
"Sun Lolly reminds parents there's
only one like that matters."
"Capturing the bittersweet emotions that define us from the moment we become parents."
"Sunlolly challenges the idea of the super chic Scandi parent."
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