The Romance of this campaign is in its Swedishness
For every business who has ever advertised above the line, launching their first TV campaign is fraught with excitement and anxiety. TVC’s come with a huge price tag and for many businesses, being able to afford them in the marketing mix is a real sign of maturity, not withstanding the need to ‘get it right’ and translate that spend into the ringing of Christmas cash register bells. So when kikki.K – one of Australia’s new generation of retail super brands – launches their first TV ad, it was always going to be well considered and beautifully executed.
The emotion of Christmas memories (and are there many stronger?) have been tapped by brands ever since the first ads were penned, but the real beauty in this kikki.K ad is a wonderful Swedish dimension – not only was the ad shot in Sweden, but for the first time we hear the brand voice, narrated in a charming blend of Swedish with English sub titles and English with Swedish accent.
‘Swedish’ has always been the secret ingredient of the the kikki.K brand, embodied by its founder Kristina Karlsson. It is ‘Swedish style’ that differentiates the brand promise in the hearts and minds of kikki.K’s many fans, delivered through store design and experience, online, in catalogues and most importantly through the design of the products themselves. When a customer buys a gift for themselves or their loved ones from kikki.K they are also giving them a beautiful little piece of Swedish style. And it is this sense of Swedishness that has been dialed-up in kikki.K’s first television campaign providing an extra layer of emotional connection to this very smart retail brand.
The Swedish Christmas theme has been just as beautifully integrated – through kikki.K store windows, products, catalogues and online. But unlike most brands who try to pull-off a ‘white Christmas’ theme, it’s kikki.K’s Swedish origins that give permission for this over-used and un-Australian depiction of Christmas to be authentic, genuine and charming. Understanding the role that ‘Swedish’ plays in the emotional brand proposition has provided the platform for what I think will be a successful campaign from both a Christmas sales and longer-term brand building perspective.