Title	18 YEARS AGE LIMIT ON CANDY
Brand	MALACO
Product/Service	CANDY
Category	A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS
Entrant Company	KING Stockholm, SWEDEN
Advertising Agency	KING Stockholm, SWEDEN
Production Company	SEGERFELDT FILM Malmö, SWEDEN

Name	Company	Position
Frank Hollingworth	King/Stockholm	Creative Director
Hedvig Hagwall Bruckner	King/Stockholm	Copywriter
Lotta Ågerup	King/Stockholm	Art Director
Jenny Sernerholt	Colony	Agency Producer
Sunit Mehrotra	King/Stockholm	Head Of Client Services
Mirja Kais	King/Stockholm	Account Director
Lena Ivarsson	King/Stockholm	Account Manager
Thomas Larsson	King/Stockholm	Web Director
Sofia Weman	King/Stockholm	Digital Account Director

The Brief

Activate the target-group youngsters, raise awareness and liking for the candy brand Malaco's 'Saturday candy-bags'. Cultural/legal information: In Sweden every child knows what 'Saturday candy' is. Most families stick to the rule candy only on Saturdays or holidays. But that is a rule for kids being a grown up has it's benefits! Since commercials targeted at children are illegal in Sweden, we base our advertising-concept on that insight. In commercials Malaco shows grownups enjoying candy, making every day a holiday, to children's suspicion and disapproval. They are targeted at grownups but still get the recognition of the children.

Describe how the promotion developed from concept to implementation

To activate this concept in store we created an event, where we with hidden cameras asked everyone under the age of 18 (i.e. minors) for ID it was after all an ordinary Tuesday. We filmed the heated reactions of the children (and grown ups), after revealing the cameras to the 'victims' we sampled the candy and made them our ambassadors. After editing the film the large group of kids where a great asset in the seeding of it.

Describe the success of the promotion with both client and consumer including some quantifiable results

The event was very successful. During only one day we sampled hundreds of candy-bags, got a big register of young ambassadors and made a three minute long prank-film that was easily spread. The film has reached over 2 million unique viewers, it ranks on top three organic search results on both Google and YouTube Sweden, it's been shared over 30 thousand times and it's o Sweden's 'top 20 shares all time'. Sales are raised and brand preference is steadily going up.

Explain why the method of promotion was most relevant to the product or service

The objective was to promote our series of 'Saturday candy-bags' in store and to get trials in the target group (without the possibility to make traditional commercials targeted to youngsters because of legal hinders). But also to get a viral effect on the film produced at the event, with the possible PR effects of that.