The Challenge
Few Swedish brands stir up feelings quite like Kalles. There’s the iconic tube that almost everyone has a relationship with, and then there’s the taste, which tends to divide people into those who love it and those who don’t. Our task was to create a new brand world for Kalles Kaviar that could build relevance, spark attention and drive purchase frequency – from broad brand communication all the way to the chilled aisle. In short, Kalles needed something new to talk about.

The Solution
Vegan, vegetarian, kavian – we all want to belong to something. With the made-up word play “Kalles Kavianer”, we created a concept built around the people who truly love Kalles. An invitation to let your inner kavian out and embrace a more relaxed, spontaneous and playful way of life. Kavianer say yes more often than no, live in the moment and never take things too seriously. And naturally, Kalles is never far away. This resulted in a platform that turned love for an iconic product into something bigger: a community, an attitude and a new way for Kalles to show up in culture and communication.