During the summer 2022 Läkerol launched a limited edition of their colourful and fruity YUP pastils. The limited-edition version mixed all existing flavours in one package with the message: “Love all Flavours”. Since the launch of the new product happened to be during the Copenhagen Pride festival, we decided to sponsor the festival and add a splash of colour to the product launch! The sponsorship was activated around Danish singer, Erica Jane who is known for her colourful, woke and happy personality – a perfect match for both YUP and Pride. During the Copenhagen Pride week in August the campaign kicked-off with a concert sponsored by YUP and was supported by product sampling and music video snippets in cinemas and on social media.