Karl Fazer

Blue Season

Agency: SEK


Front-page ad without a logo nor product – just trust in an iconic brand.

Karl Fazer uses the power of its distinctive blue colour in a minimalistic ad. Karl Fazer chocolate is loved by many in Finland, and one of its most distinctive features is its blue colour. December 6th marks the 106th Independence Day of Finland and to honour the approaching milestone Karl Fazer chose to highlight “Blue Moment” in the creative execution. With a minimalistic front-page ad, the brand trusts its power to be recognized from the moment a Finn lays eyes on it. Even when there’s no logo nor product to be seen.
Karl Fazer’s blue colour has been a promise of quality and deliciousness over a century. The print ad created by brand house SEK for Karl Fazer, and published on Finland’s biggest newspaper, speaks for the nation. Every Finn can relate to the blue moment, and it is something Karl Fazer truly represents.

Karl Fazer, the founder of Fazer, chose the Fazer’s iconic blue colour to represent independent Finland. The chocolate brand made history in 2001 being Finland's first brand to secure a color trademark – Pantone C 280.

Karl Fazer is taking over Finland’s “Blue Season”

In Finland, there are only two seasons: summer and the blue moment. The blue moment arrives when the dark period lengthens, and Finland wraps itself in the soft dark blue time of the polar night. The Blue season is the perfect time for cozying up at home.

– Karl Fazer lives and breathes kindness, self-compassion and tranquility. Thus, we started the Blue Moment, a season that celebrates recharging. By combining the iconic blue colour and Fazer’s slogan “Share a blue moment. / Jaa Sininen Hetki.” in the ad, the message for Finns a day before the Independence Day is loud and clear. This time is devoted to resting and sharing a blue moment together with loved ones, Linda Lukkarinen, Karl Fazer’s Senior Marketing Manager says.

The Blue season aligns perfectly with Finns’ Independence Day activities. As weird it may sound, for most Finns the highlight of the Independence Day is staying home and watching the Presidential Independence Day Reception from TV. Hopefully doing so while sharing a blue moment.

This professional campaign titled 'Blue Season' was published in Finland in December, 2023. It was created for the brand: Karl Fazer, by ad agency: SEK. This Print medium campaign is related to the Confectionery, Snacks industry and contains 2 media assets. It was submitted 5 months ago.


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