9 out of 10 Swedish parents say they hide candy, 8 out of 10 kids say they know where. To help our customers out we invented a new line of products: The secret compartment for candy-collection. A range of smart containers to hide your favorite candy. Clever items such as books, tin cans, klocks and even a globe. All made to fit naturally in any home.

We made the range available at our web shop and in selected convenient stores and supermarkets. We announced the range to the public with a print and digital campaign and a demonstration film that was seeded on line.

But just to be sure, we followed it up with a promotional in store campaign all over Sweden, where we gave our customers a secret compartment of their own choice when buying or candy.

Despite a limited budget, it was one of Malaco’s most successful promotional campaigns ever. Media and Internet loved it, as did the parents. Most of the products sold out during the campaign and 91% of buyers said they would recommend the products to others.

By giving thousands of Swedish parents a safe way to enjoy a Saturday feeling any day of the week, we effectively built preference and brand awareness in our main target group.