lakerol
Too odd to describe

2007

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Lakerol is a Swedish candy that defies description. In this campaign, KesselsKramer embraced this vagueness, and turned it into a strength.

Using a distinctive puppet based visual style, the films show Lakerol eaters wrestling with the challenge of trying to define the undefinable sweetie.
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A brand book for a range of small Swedish sweets whose unusual taste is beyond the power of words to describe.
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In television, Läkerol continues to completely avoid any useful description of what the weird little sweet actually tastes like and instead shows what it doesn’t taste like – being brushed by a mint for example, or licked by a long-tongued lollipop.

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