Finlandia Candy / Raksu: You’re my Raksu
If you can’t find the candy on shop shelves, you can’t find it anywhere. Raksu is a wonderful new candy, with a unique secret hidden inside – a heart made of rye. And this is the message that we wanted to spread as far, and as cost efficiently as possible. That’s why we built the marketing communication concept around the many interpretations and playful conjugations of the word Raksu. At the core of the campaign is the catchy Raksu-song, which is quite an earworm. Have you ever heard a product name mentioned this many times within 20 seconds before?