Challenge

Launching the colourful and fruity YUP pastils that mix all flavours in one single package.

Insight

There’s only one universal language in the world: the language of love.

Idea

As the launch of the new pastils happened to be during the Copenhagen Pride festival, we decided to sponsor the festival and add some colour to the product launch. Adding the message: ‘Love all flavours’ to the packages. The sponsorship was activated through Danish singer, Erica Jane who is known for her colourful, woke and happy personality – a perfect match for both YUP and Pride. 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.

Results

Significant raise in ad liking compared to previous campaigns - Raise in modern brand perception - Audiences replied they saw a positive synergy between artist, brand, and festival.