The Fazer Patukat Countline Gang Celebrates Diversity in the Spirit of the Eurovision Song Contest

Fazer’s chocolate countlines are iconic favourites of well-loved classic chocolates. They are not only a brand, but also a band that has brought joy to people with its ingenious songs already for several years. The clever songs of the happy countline gang sticks to the mind as chewy fudge to teeth. During the Eurovision Song Contest, the gang of countlines released a song, ‘There Is Something Good in Everybody’, to remind everyone that diversity is richness.

Fazer chocolate countlines released their own Patuvision song during the month of Eurovision. The song, released on April 21st, is a tribute to diversity and its acceptance. Finland’s success in the song contest has been volatile throughout the years to say the least but this year Finland’s representative is not the only one melting people’s hearts around Europe.

The campaign idea stemmed from the insight of how everyone is unique and there’s joy in embracing that uniqueness, explains the creative agency SEK’s senior creative Adele Enersen:

"Diversity is sweet and everybody has their own flavour. This is the insight we wanted to celebrate in our campaign with 12 different kinds of chocolate bars, but also promote diversity through actions. The song contest is a phenomenon that brings people together through music. Inclusivity in advertising is important and thus we wanted to share this message and joy. We also wanted it to reach people who can’t hear the song, by including sign language in the ads. The idea has been in development since spring 2022 and it’s great to see the campaign out now."

In accordance with the campaign’s theme, accessibility played a central role in the song's production. A sign language version of the song was also produced, interpreted by the Finnish sign language artist Miguel Peltomaa.

Fazer encourages everyone to be themselves

“The beauty of this song contest is in its positive spirit: even though it’s a competition, everyone cheers for others. This fits the campaign perfectly: appreciating everyone’s different nuances and qualities is at the core of Fazer countlines’ existence. There are 12 different Fazer brands, which all come together and are presented equally in the band. Each countline deserves the spotlight”, SEK’s creative Anna Holopainen said.

Fazer’s small chocolate countlines have a lot to say where diversity is concerned. Different bars are united by bar-likeness and deliciousness, but each one also proudly carries its own taste, shape, style and personality. Like the combination of different bars, Fazer believes that diverse work communities will create meaningful food experiences of the future.

“By bringing people with diverse backgrounds together and encouraging our employees to voice their views, we can truly create something new and innovative. We measure annually how inclusion is experienced and provide training for our employees. Diversity is also included in our sustainability goals. We are pleased that different genders are well-represented in Fazer’s personnel and that the age distribution is balanced. However, promoting diversity is a continuous effort. We can all play a part in the cause by taking daily actions.” said Liisa Eerola, vice president, communications at Fazer Confectionery.