Apparently, there are hundreds and hundreds of people who really like Swedish Fish. So much so that there are more than 200 groups on Facebook dedicated to Cadbury's iconic red candy—from those who think the sweets are the "greatest candy ever" to those who are upset that Swedish Fish are made in Canada, not Sweden. It's these fans that provided the inspiration for the brand's new advertising campaign and the event last night that unveiled it.
Filling the new second-floor party space of Dylan's Candy Bar, some 175 press and Swedish Fish enthusiasts (invited through the various Web-based fan groups) got a sneak peek at the new print ads as well as plenty of sweet treats through themed cocktails, hors d'oeuvres featuring the fish, and bowls full of candy. Working with PR and production company Ketchum and event design firm Extra! Extra!, Swedish Fish brand manager Tracey Benitz and her team produced a kitschy event to complement the campaign, using wave projections on the ceiling and fish-shaped decals on the windows.
Inspired by the strange and creative things Swedish Fish fans do with their candy, Cadbury's new ads feature the slogan "A friend you can eat," with "nej" (Swedish for no) accompanying photos like a teddy bear grilled in a panini press and "ja" (Swedish for yes) alongside pictures of the candy. Posterboards of these ads—to run in the September 29 issue of People and in Rolling Stone, ESPN the Magazine and Us Weekly through October—sat around the venue beside tables embedded with Swedish Fish.
Other tributes to devotees included a sushi dessert station, which served slivers of Swedish Fish and coconut rice wrapped in green-apple-flavored candy belts, and cocktails with the candy on skewers. Catering firm AVEnts also provided savory fare, including mac and cheese served in pastry cups and mini pizzas.
Aside from the candy, DJ Kevin Gould spun lively tunes, including songs from Swedish pop group Abba, while a five-foot-tall Swedish Fish sat in a photo booth section of the venue.
