Fazer’s playful campaign invited people to feel desire at Kamppi shopping centre
At the heart of Fazer’s new brand concept is one strong emotion: desire. This feeling was brought to life through a striking promotional experience in the busy Kamppi shopping centre in Helsinki.
Client: Fazer Finland Oy
Campaign message: To encourage Finns to embrace their emotions and remind them that Fazerin Sininen is more than just chocolate – it’s joy and pure pleasure.
Target audience: Urban young adults
Media: Promotion and City Digital
Campaign period: 29 September – 5 October 2025
Partners: SEK (concept and creative), Inuits (technical production) and Kurio (influencer marketing)
“We wanted to encourage Finns to step outside their comfort zones and show their emotions openly”, says Niklas Lindroos, Senior Marketing Manager at Fazer.
A three-metre-high, AI-powered Chocolate Desire Machine challenged passers-by to gaze at a giant chocolate bar as passionately as they could. Those who dared to show their craving were rewarded with a bar of Fazerin Sininen.
“Our goal was to add an experiential element that highlights the brand message”, say Anna Huttunen and Matilda Mäkinen, Creatives at SEK.
A classic brand meets its audience face to face
“Consumer behaviour is changing quickly, and familiar traditions are no longer automatically passed from one generation to another. Even a classic like Fazerin Sininen must stay relevant to new audiences”, Lindroos explains.
According to him, campaigns that combine emotion, technology and experience can create strong and lasting connections with people.
“At SEK, we believe that the best brands create surprising and smart experiences that challenge traditional marketing. The Chocolate Desire Machine is a perfect example of that”, adds Samuel Räikkönen, Creative Director at SEK.
Experiential promotion and digital visibility create a multi-channel brand experience
The campaign didn’t stop at the physical activation – it also appeared on key digital screens around the city. The digital displays in Kamppi shopping centre supported the promotion and reinforced the brand message.
Influencer marketing added extra visibility: Finnish artist Seksikäs Suklaa joined the activation, bringing playful energy and attracting visitors to take part.
“Nothing like this has ever been seen in Finland – and perhaps not even globally”, Lindroos concludes.