The Challenge
Göteborgs Kex and OLW joined forces to launch a new savoury cracker inspired by the flavour of one of OLW’s most popular chips. The challenge was to develop a clear launch concept that could work across reach media, social channels and in-store.

The Solution
What do you call a cracker that tastes like chips? That was the question that sparked the idea, and made us realise the product was missing one important ingredient: a name. So we created one: KIPS. Naturally put together from the word kex (cracker in Swedish) and the word chips. The name became the springboard for the concept “Som chips fast kex” (Like chips, but a cracker) allowing us to play with familiar behaviours and taboos around eating chips, while also tapping into the age-old Swedish debate about whether kex should be pronounced with a hard or soft K.