Marabou is Swedens most beloved chocolate brand. They were going to re-launch Black, a tablet with liquorice. At the same time Tommy Nilsson, the Michael Bolton of Sweden, was about to release his first new single in seven years. So we thought, why don’t they make a comeback together? We got Tommy Nilsson to change his name to Black. Together with a heavy metal makeover we made him into a completely different character than the ballad singer that he is.
But it was of course, all a stunt.
The result? Debates on all major TV, radio and podcast shows and 300 newspaper articles. It even made the frontpage in Sweden's largest newspaper Aftonbladet. The stunt also became the 8th trending topic in the world on Twitter, and became one of Marabous most successful new launches ever.
Case study
Website
The reveal
Music Video "Shoot the Devil"
Impact
“Swedish crooner Tommy Nilsson gets metal makeover for chocolate brand”
Little Black BookMarabou Black is #2 in Creativity‘s top 5
Creativity"Är det en bluff? undrar vi på SvD Kultur"
Svenska Dagbladet"Tommy Nilsson byter namn till Black"
Dagens Nyheter"Tommy Nilsson byter inte namn till Black"
Göteborgs-Posten"En av dagens största snackisar..."
SR P3 Nyheter
