-Utilise the ambivalence between categories to launch the same product in two different wrappings, each with a chocolaty and silly-sounding description. Let consumers choose their favourite definition.

-Involve and engage the target through a loop between in-store activation and social media, boosted by online video content, to vote for their preferred definition and debate the results on the brand's Facebook page.

-Recruit funny upstart TV-celebrity-duo to host the campaign and present the choices of seven fake experts and 30 animals in online videos launched daily for a month to 'guide' voting.

-The campaign became an instant success, making the Facebook page the fastest growing page in Sweden during the campaign, and establishing a solid base of 'friends' for future interaction.

-Age skew on Facebook corresponded well to the brief with more than 50% in the designated core target group.

-Interaction rate (the share of repeat visits, content sharing and comments generated) was 157% of the average online-campaign in Sweden.

-Sales exceeded targets by a wide margin, making the product the third best-selling item nationally, and outperforming global competitors as Twix, Mars and Bounty.