Swedish Rock Star and Chocolate Bar Make Comebacks Together

Candy brand Marabou Black ties its relaunch to singer Nilsson

Published On
May 05, 2013

Editor's Pick

Swedish agency Forsman & Bodenfors has relaunched a classic Swedish candy brand, Marabou Black, by tying it in with the comeback of a forgotten 80s rock star. The brand, a licorice-flavored chocolate bar, discovered Tommy Nilsson (described by the agency as the "Michael Bolton" of Sweden), was planning a new single, so persuaded him to change his name on his Twitter account to "Black" and have a heavy-metal style makeover. The move generated a storm on Twitter, before Nilsson eventually revealed in a video that Marabou Black was behind it. The brand then became the number one trending topic on Twitter in Sweden, while both it and Nilsson generated national news headlines.


May 06, 2013
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Forsman & Bodenfors

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