Marabou is Sweden's 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 PR-stunt. The result? Debates on all major TV, radio and podcast shows and 300 newspaper articles. It also became the 8th trending topic in the world on Twitter. All together a total of 134 million unique media impressions. That´s 14 per swede!

The media team executed the following simple strategy: Trigger people on Twitter and traditional media will follow. A plan that proved to work perfectly. The press release was sent to selected journalists. At the same time Black made his first tweet. After just one hour it was the trending topic on twitter in Sweden. An hour later Sweden's biggest newspaper picked up the story. After that it just exploded and all major TV, podcast and radio shows debated the stunt.

The story was debated on basically every possible TV, radio and podcast show. It generated 300 newspaper articles and became the 8th trending topic in the world on Twitter. On Google, the search ‘Tommy Nilsson’ was almost as popular as ‘porn’. It got 2 million impressions on Twitter and 2,8 million on Facebook. The total number of unique impressions all together: 134 MILLION. That´s 14 per swede!The launch of Black is one of Marabous most successful launches ever. Pretty good considering 0 Euro in media budget.

YouGovs brand index shows a significant rise in awareness and buzz for Marabou during and after the campaign. From position 25 to 8 with a highest "score" of 27. This can be compared to brands as IKEA and YES.