Fazer’s Blue is the most loved and appreciated brand in Finland, and for years the concept has been built around Blue Moments. Yet while Finns loved the concept, these Blue Moments didn’t resonate so well in other markets, where people found them too passive and sad.
For this reason Fazer’s Blue took a more active role and started to emphasize ultimate desire, something only a brand with a great history and a unique recipe can successfully pull off.
In the TVC “Chase the taste” we showed what one might be willing to do to get another piece of Karl Fazer candy. We also hid three different variants of – and the facts about – Karl Fazer products in the film. We then activated people to find them by rewarding them with – what else? – Karl Fazer chocolate.