Kvikk Lunsj is Norway´s hiking chocolate no.1. Today the colors from the package; red, yellow and green, is synonymous with Kvikk Lunsj. This year a new version of Kvikk Lunsj with dark chocolate was launched along side of the original.

To communicate this launch, we decided to create a unique hiking experience for Norwegians to participate in. A darker hiking experience. A walk through thick forest after nightfall, highlighting the natural beauty and mysteries in a way people of all ages would have memories for life.

For this to happen we made a trail of light going through the forest, using 45 0000 led diods. Custom light elements and installations for different areas of the trail gave a multi-sensory experience for the participants.

The hikers wore red, yellow and green led-lights, illuminating the the dark forest with the iconic colors of Kvikk Lunsj.

First, we invited Facebook fans and Kvikk Lunsj partners to participate in our Dark Hike. Not only did they take part in the Darker Hike experience themselves, they were the cast of our thorough documentation, which we used to create every piece of content. Everything from in-store posters to outdoor ads, a 60 second hero film, pre-rolls and behind the scenes material were all captured during this one event.

From the live event to the campaign went on air, we had two weeks of editing and finalising every piece of advertising.

To finish off the campaign, we invited everyone to join us again, as we arranged a second Dark hike. The slots were fully booked within one day, as new and old fans wanted to take part.

Kvikk Lunsj sales in “green season” grew with 21 %, beating the sales target by 6 %

Kvikk Lunsj Dark managed to become one of Norway’s 10 most sold chocolate count lines during the campaign.

Kvikk Lunsj Dark exceeded the previous line extension launch (Kvikk Lunsj Blueberry in 2015) by 37 %, with the same distribution.

Total Kvikk Lunsj sales grew 4 % in 2016

Freia (Mondeléz) grew its countline market share by 1.9 %

Ad recall on Facebook (the biggest media channel) was 40 %, versus 17 % with the control group (Facebook brand lift study).