People just cannot help but smile when they hear the word Swedish followed by fish. Many people have fond memories of Swedish Fish, but it was a small fish in a large pond with many other bigger fish running the show. Swedish Fish was ready to become a big fish but needed an idea that would ignite the passion people had for the brand in a new and exciting way. This was planning’s cue to shine.

There was a small but passionate group of fans that saw Swedish Fish as more than a fond memory, it was inspiration. It inspired videos. Photo essays. Music lyrics. Short stories. Sushi recipes. Band names. And even a pet maintenance instruction manual. Planning turned this into a 100% user generated brand book that became our brief for creatives. In just a few weeks we were producing award-winning creative work that transformed Swedish Fish in to "A Friend You Can Eat".

The results were more than the client had hoped for: in a over saturated candy market, Swedish Fish managed to shed the nostalgic candy brand image, and rise like a phoenix as a popular, mainstream candy brand. Sales really began to take off as the campaign rolled out. The core target (18-24) now consumes Swedish Fish twice as often compared to the period pre-campaign.

Seeing a brand successfully change its image is a great experience but to be part of the team that made it happen is even more fulfilling. I was in charge of understating the way these dedicated fans felt not just about the product itself but the brand as well. I also assisted with brief writing, briefings and creative reviews.