The campaign "Living your taste" for Klinsky, developed by Forsman & Bodenfors and released in Sweden in 2017, centers on the brand proposition of embracing individuality through personal experience with food. It suggests that life becomes richer and more remarkable when one fully explores and enjoys flavors that resonate with their unique preferences. The value communicated is about authenticity and self-expression, positioning Klinsky as a brand that supports and celebrates personal taste as an extension of lifestyle.
From a market strategy perspective, the campaign taps into a lifestyle genre to align food consumption with personal identity, aiming to deepen emotional engagement with the audience. By encouraging consumers to "simply be yourself" and explore life's flavors, it leverages an insight that modern consumers seek products that reflect their individuality and support authentic living. The creative angle—focusing on the sensory and experiential aspects of taste—creates a relatable narrative that connects with people looking for more than just a product, but a meaningful expression of self. The use of a film format enhances this storytelling, appealing to viewers through visual and emotional stimulation. Although tailored to the Swedish market, the Russian-language metadata and significant online viewership suggest a broader cultural resonance and interest. Overall, the campaign integrates lifestyle appeal with emotional authenticity to position Klinsky as a brand that embodies personal taste and experiential living.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
The “Living your taste” (Жизнь на твой вкус) campaign’s description and lifestyle genre emphasize embracing opportunities and being authentically oneself—“удивительные вещи происходят, если ты используешь каждую возможность распробовать жизнь на вкус. Просто будь собой.” This messaging, along with the genre and lack of an explicit story arc, problem-solution framing, or testimonial device, strongly points to an aspirational, user-centered approach: the brand aligns itself with the ethos and lifestyles of its target audience. The effects of the product are implied by showing relatable people living life richly, not through demonstration or story-driven resolution, but through association with the values and imagery of the ideal user experience.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Felix – Known for its extensive range of Swedish traditional condiments and sauces, Felix positions itself as a heritage brand that combines authenticity with modern convenience, appealing to families seeking reliable, high-quality everyday food products with a local touch.
2. Old El Paso – Positioned as a leader in Tex-Mex foods, Old El Paso differentiates through vibrant, fun, and easy-to-prepare Mexican-inspired meal solutions, targeting consumers who want flavorful, adventurous dining experiences at home.
3. Findus – With a strong focus on frozen food innovation, Findus emphasizes sustainability and quality, offering convenient, healthy, and eco-friendly meal options that cater to busy, health-conscious consumers in the Scandinavian market.
4. Heinz – Leveraging global recognition, Heinz markets itself as a trusted food brand that balances tradition with innovation, focusing on premium ketchup and sauces while integrating natural ingredients to meet evolving consumer demands in the Swedish market.
5. Abba Seafood – Positioned as a premium Swedish seafood brand, Abba emphasizes heritage, authentic taste, and sustainability, targeting consumers who value high-quality, responsibly sourced seafood products aligned with Scandinavian food culture.
Q: What is Living your taste about?
A: Living your taste is a professional film campaign launched in Sweden in 2017 for the Klinsky brand, created by the acclaimed agency Forsman & Bodenfors. The campaign centers on the idea of embracing life’s flavors by encouraging consumers to be themselves and savor every moment. With messaging delivered in Russian, it highlights how extraordinary experiences unfold when individuals seize every opportunity to taste life on their own terms. The campaign’s single media asset attracted over five million views, reflecting strong audience engagement and positioning Klinsky as a brand that values authenticity and personal expression within the food industry.
Q: What creative device does Living your taste use?
A: Living your taste employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This approach showcases relatable or aspirational user profiles that the target audience can identify with, rather than relying on explicit product demonstrations or narrative storytelling. By focusing on authentic, everyday moments and the sensory appeal of food, the campaign aligns the Klinsky brand with the values and lifestyles of its consumers, creating an emotional connection through imagery that reflects the ideal user experience.
Q: What is the campaign proposition for Living your taste?
A: The campaign proposition for Living your taste positions Klinsky as a brand that champions individuality and authentic self-expression through personal experiences with food. Targeting consumers who seek products that reflect their unique preferences and lifestyles, the campaign suggests that life becomes richer and more meaningful when one fully explores and enjoys flavors that resonate personally. By aligning food consumption with personal identity, Klinsky aims to deepen emotional engagement and establish itself as a brand that celebrates the diversity of taste and the value of living authentically within the food and drink market.
Q: How does Living your taste rank in Clapboard's archive?
A: Living your taste holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in Klinsky's category?
A: In the food and drink category, Klinsky competes with several established brands. Felix is recognized for its heritage approach to Swedish condiments and sauces, appealing to families with a focus on authenticity and convenience. Old El Paso stands out for its vibrant Tex-Mex offerings, targeting consumers seeking adventurous, flavorful meals at home. Findus emphasizes innovation in frozen foods with a commitment to sustainability and health, catering to busy, health-conscious shoppers. Heinz leverages global trust and tradition in its premium sauces, integrating natural ingredients to meet evolving tastes. Abba Seafood positions itself as a premium, sustainable seafood brand, resonating with those who value authentic Scandinavian food culture.
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