Swedish Rock Star and Chocolate Bar Make Comebacks Together
Candy brand Marabou Black ties its relaunch to singer Nilsson
May 05, 2013
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.