Nine speakers, one shared focus: what really makes customers come back. From Coca-Cola's personalised “Share a Coke” bottles to Bilendi's national study showing that seven out of ten Swedes use coupons every year – a morning packed with concrete insights into how brands and retail together build stronger, more loyal customer relationships.
Isabel Cortez from Haleon shares how Sensodyne and Smile Tandvård brought a sluggish toothpaste category to life with a “spin and win” competition. The result: 37 times more participants, 74% better redemption and twice the completion rate compared with previous campaigns.
Christina Eckerrot explains how Coca-Cola brought the iconic “Share a Coke” campaign back to life with 165 Swedish names on the bottles, and linked it to the Swedish name day tradition through “Swish a Coke”. The campaign made a strong impact in both the media and social channels.
Stine Strömberg and Helene Axelsson Bernving share how Orkla Snacks and Maskrosbarn have built a long-term partnership since 2015 – from OLW's first campaign to today's Swish-based “send a bag of kindness” concept for Göteborgs Kex. In 2024 the partnership contributed to 6,000 support sessions for children in vulnerable families.
Charlotte Alring and Fredrik Bendz from YouGov share fresh shopper data on how Swedish households are navigating a tougher economy: more people are choosing cheaper stores and private labels, while leaflets and coupons play an ever greater role in the purchase decision.
Johanna Dannesund and Peter Freby from Granarolo explain how the Italian tomato specialist Cirio was launched on the Swedish market with the help of in-store sampling and a digital “try-me coupon” via Clearon. The initiative delivered more than 60% higher sales for the launch product.
Anna Ekström, CEO of NielsenIQ Nordics, shares three steps to building brand loyalty at a time when 60% of all brands fail to grow their penetration. Using the example of Kavli Cheddar Dip, she shows how fast distribution and the right coupon strategy can take a brand from 0 to over 70% store coverage in under three weeks.
Jonas Donnerhag from Dafgårds explains how a targeted coupon initiative reversed a weakened store listing for the pizza brand Billys at Hemköp – resulting in 37% more store visits and 60% redemption. He also shows how physical coupons are used to challenge entrenched assumptions about which stores are receptive to them.
Cecilia Glauser, Country Manager at Bilendi Sweden, presents a national study of Swedes' coupon behaviour: seven out of ten use coupons every year, and almost six out of ten say they have become loyal to a brand after trying a product via a coupon. Coupons turn out to make us happy, break buying habits and spread further through recommendations.
Alex Bunescu, Director AI Strategy at Monks, shows how the coupon is the only marketing tool that has barely changed in 30 years – even though 85% of all purchase decisions are still made at the shelf. By combining coupon data with AI, brands can create hyper-relevant, context-driven offers in real time.