Sun Lolly - Don't Be Perfect, Be Present

Brief

Sun Lolly is an iconic triangle-shaped Scandinavian freeze-at-home ice lolly and one of Denmark’s most loved and iconic brands. This is the first emotional brand campaign in its more than 40-year history. After years of tactical messaging and price squeezes, the brand found itself in a bit of a squeeze. Today, our social media feeds are filled with #homemade #pictureperfect #organic sourdough cupcakes and perfectly decorated birthday cakes. A brand that was once synonymous with nostalgic childhood memories was now losing its relevance. How could a simple, unpretentious and convenient treat compete against the most lavish social media-friendly desserts of our time?

Insight

6 out of 10 parents report feeling under pressure to be ‘perfect’ and live up to unrealistic parenthood ideals. And the problem is even more pronounced in Scandinavia where 75% of parents are feeling this way.* This is a trend driven by perfect Instagram feeds and images of unachievable parenthood portrayed in the media. * The Telegraph, 2019, *YouGov 2022. Sun Lolly has to be cut open by an adult, has to be eaten with two hands, and takes time to enjoy – giving families a moment of presence together. This presented an opportunity for the brand to leverage a perceived weakness – price point, the unpretentious look & feel and accessibility – and turn it into a strength. Sun Lolly might not be the treat you bring out to impress on your digital feed, but in the busy everyday, it gives parents a moment of presence with their kids – the only ones they really should be focusing on.

Creative idea

We buy things we don’t need with money we don’t have to impress people we don’t even like.Sun Lolly - Don’t be perfect, be present - is an award-winning, multi-channel brand campaign celebrating unpretentious, real, and honest parenthood – because time spent chasing likes on Instagram is time wasted – time that could be better spent with your kids. The brand film, ‘Fool For You’ tells the heartwarming story of a father who does everything to make his daughter smile, no matter how silly it makes him look to the rest of the world. The brand film, ‘Fool For You’ tells the heartwarming story of a father who does everything to make his daughter smile, no matter how silly it makes him look to the rest of the world. The social and digital campaign ‘Det eneste ‘like’ der tæller’ reminds people of the only ‘like’ that really matters, showcasing parents who go to great lengths to make their kids smile, and opened up to a more honest discussion about the challenges of parenthood.