Challenge: Introduce and reformat an overseas product for an American Audience.
Kalles Kaviar is a popular Swedish brand of fish paste that my team rebranded for an American launch. We updated it’s packaging to appear more sophisticated and to conceal the fact that it’s fish in a tube, a hard sell for the American consumer.
To go with this rebrand, we created a campaign that established Kalles Kaviar as the average American’s “hack into luxury.” We created party tips and recipe ideas in both traditional and digital mediums with an accompanying website.
Kalles Radio Ads 1
Kalles Radio Ads 2
Kalles Radio Ads 3