The launch of the Valio Play Raspberry Chocolate milk drink was challenging: 70 percent of the budget was cut out.

The objective was to create a cost effective and inspiring viral effect and motivate the target group to spread the word themselves.

The campaign starred hip-hop artist Stig Dogg and it started without media costs. Stig Dogg produced a single called Raspberry Chocolate with the support of a hilarious music video. An entertaining campaign site and a small media campaign followed.

The first phase of the campaign did not have any media costs. The single was played on the radio as a normal artist single and the video shown on TV channels and YouTube.

The second phase included a small media campaign at the cinema and on local music channels on TV. All the actions lead the consumer to the Raspberry Chocolate campaign site.