In Finland, Pantteri is known for its annual summer campaigns. In 2006, the overall market was decreasing and the previous campaign had been a success. Still we needed to surpass expectations.

The Panthóur – Move like a Panther campaign was a follow-on to the previous campaign from 2005 in which the Panthóur phenomenon was introduced. Designing the movements was challenging. One should be able to move anytime, anywhere and the movements should not be too demanding. Most of all, moving like a panther should be fun and enjoyable. The overall executions was built on theme of the snow leopard and winter.

The campaign was launched in TV and outdoor media, from where the target group was directed to the campaign site. Point of sales and in store promotions were an important part of the execution. The TV Shop film was a success and sales of snow leopard bracelets supported sales of Pantteri sweets in an innovative and unique way. YouTube was used as a tool for viral marketing. At one point sales exceeded that of expected and in print we had to apologize for some delay in distribution.