Title	DON'T BE PERFECT, BE PRESENT
Brand	SUN LOLLY
Product/Service	SUN LOLLY
Entrant	TWENTY Copenhagen, DENMARK
Idea Creation	TWENTY Copenhagen, DENMARK
Production	BLONDE MEDIA APS Copenhagen, DENMARK

Name	Company	Position
Farah Dib	Twenty	Creative Director
Thomas Bjerg	Twenty	Client Manager
Lea Brisell	Twenty	Art Director
Farah Dib	Twenty	Copywriter
Anders Bundgaard	Blonde Inc	Director
August Rein	Twenty	Producer
Amanda Rosenkrantz	Blonde Inc	Producer
Tiyam Pour Khabbaz	Blonde Inc	Editor
Anna Bukh Jakobsen	Anna Olivia	Music Artist
Andreas Seebach	Andreas Seebach	Song Writer
Annette Riis Carstensen	Blonde Inc	Set Designer
Sebastian Bonde	Twenty	Coordinator
Mariam Latif	Cameo	Colorgrading

Why is this work relevant for Integrated?

Leveraging a combination of online and offline channels, we established a strong brand purpose and connected the brand experience through the funnel. The social media campaign, "The only 'like' that matters", connected the big idea as brought to life in the brand film, to everyday scenarios relevant to our audience, creating lively discussions and engagement. The photography heroes real and unpretentious parenthood, while culturally insightful copy ads portray the hardships of parenthood in a lighthearted and humours way. Alongside this, the original music track released on Spotify and YouTube, and large outdoor placements along school routes, tied the campaign together.

Background

Sun lolly is a Scandinavian freeze-at-home ice lolly. Simple, unpretentious and packed with nostalgic childhood memories. But after decades of tactical messaging and price squeezes, the brand had lost its edge. Now, Instagram is overrun with elaborate homemade treats and perfectly decorated birthday cakes and Sun Lolly is up against a trend of ‘perfection’, amplified by stylised Scandi social feeds and unrealistic depictions of family life. How could a small ice lolly speak to the hearts and minds of its target audience, when the whole world seemed to assign less and less value to the quick and simple? The brief and objective was to define a brand purpose that could make the brand relevant for the whole family, not just kids, creating an emotional connection between the brand and the audience, and a launch pad for building a strong, modern brand in the years to come.

Describe the creative idea

Sun Lolly is one of Denmark’s most loved, iconic brands and ‘Don’t be perfect, be present’ is the first emotional brand campaign in Sun Lolly’s more than 40-year history. It centres around the idea that time goes quickly, and while we’re busy chasing likes on social, we forget to focus on the only ‘likes’ that actually matter - those of our kids. The brand universe takes its departure in a heartwarming story of a father who does everything he can to make his daughter smile, and examines the age-old fear of rejection every parent faces when their children one day grow up. The film is supported by a track, written and produced specifically for the film – Fool For You – an ode to parenthood, encapsulating the bitter sweet emotions that define parenthood through generations, outdoor and copy ads humorously tapping into the ups and downs and family life.

Describe the strategy

Audience insight: 6 out of ten parents feel under pressure to be ‘perfect’, but all kids want are parents that are present.  Product truth: Sun Lolly has to be eaten with two hands, and takes time to enjoy – giving families a moment of presence together. Strategy: Turning the brands perceived ‘weaknesses’ into strengths, the strategy repositions the brand away from tactical price messaging and aligns it with unpretentious, real and honest parenthood where a simple treat like Sun Lolly played a natural role. Children all want the same thing- parents that are present, not perfect. The laboured sourdough cupcakes and homes that look like furniture showrooms do not bring happiness and satisfaction - time together does. And it turns out, the product does precisely that: it has to be eaten with two hands, takes time for kids to eat, giving families a welcome break in an otherwise busy everyday.

Describe the execution

The large multi-channel campaign on digital, outdoor and print, 'Don't be perfect, be present' heroes parents who focus on impressing those who really matter, no matter how it looks to the rest of the world. Because time spent chasing likes on Instagram is time wasted – time better spent with your kids. Launched with a 2 min brand film establishing the brand position, and supported by a social media campaign, outdoor and digital banners, the campaign ran throughout summer, integrating the top funnel brand message with the product benefits in a seamless and effortless manner. The different touch points contributed to turning the big idea into a launch pad for a social movement steeped in cultural insights that were leveraged to create an emotional connection to the audience, spark discussions around the harmfulness of 'perfection culture' and drive the biggest year of sales ever.

List the results

The campaign spoke to the realities of family life, celebrating unpretentious parenthood in a time where the image of perfection many of us portray online is creating unrealistic expectations of success, happiness and life. And this resonated strongly with our audience, with over 14% viewing the 2 min brand film the end, 11 million impressions and coverage in both local and global publications. The market share was increased by 4% during the period of the campaign, resulting in 14% increase in sales. Through building a brand universe that connected to the target audience on their premise, creating an emotional connection between the product, brand and families all over the country, it succeeded in creating unprecedented growth in an already saturated and competitive market space, increasing penetration and strengthening the brand.