In summer 2010, Marabou launched a chocolate bar with the classic red and white peppermint rock (in Sweden called polka).

But instead of focusing on the new flavour, we focused on the old dance with the same name.Together with a Swedish music producer we combined traditional genres with the historic two-stroke polka rhythm, and the modern dance group Urban Angels interpreted the moves. In the end we had three new songs (Hip-Hop-Polka, Pop-Polka and Rock-Polka) and dances that were used in the Polka game on Facebook; a game using your fingertips as dancing shoes, and the keyboard as the dance floor.

Only 17 weeks after the launch of Marabou Polka, 76% of the budgeted annual sales were already achieved. Marabou Polka became the best-selling chocolate bar in Sweden during the campaign and the most successful product launch in Marabou's 90-year-old history.

We took an outdated tradition from the dance floor to a whole new arena, where we remixed the music, the movements and the appearance. The polka needed to be modernized to meet a younger audience:1. Together with a Swedish music producer we combined traditional genres with the historic two-stroke polka rhythm.2. And then the modern dance group, Urban Angels, interpreted the moves. In the end we had three new songs (Hip-Hop-Polka, Pop-Polka and Rock-Polka) and dances that were used in the Polka game on Facebook; a game using your fingertips as dancing shoes, and the keyboard as the dance floor.

3. Shortly after the online success, the new Polka dance hit the roads and visited ten Swedish summer cities where people danced the modern polka. Updates from the events where continuously shared online.

Only 17 weeks after the launch of Marabou Polka, 76% of the budgeted annual sales were already achieved. Marabou Polka became the best-selling chocolate bar in Sweden during the campaign and the most successful product launch in Marabou's 90-year-old history. Over half a million polka dances were registered on Facebook during the campaign period. This exceeded the target by 208%. Almost a year after the campaign 100,000 more polka dances have been registered. The average time spent on the Polka game was 5 minutes, which was 25% higher than the set goals.