MIX - to the final in Aller Best Q2

Mix wanted to find a new and different way to communicate

Summer is a particularly important period for Mix. Sales of chilled products such as ice cream increase considerably, but sales of cooling milkshakes also get a real boost. Mix has a unique "milkshake bar" where you can make almost any flavor you want, with ingredients from the entire Mix store.

This year, Mix wanted to find a new and different way of communicating and challenged Aller Media.

- They contacted us at an early stage in the idea phase, and challenged us to create awareness and engagement around Mix as a destination for milkshakes in a different and vibrant way," says Kathrine Røst Nilsen, Strategic Group Account Manager at Aller.

Lena Nydal Vidnes, Marketing Manager for Mix, says that during the summer it is particularly important for them to reach a broader target group than they do at other times of the year. Since the budget was limited, they had to think a little differently and untraditionally.

- "Mix is great at milkshakes. Let's make it known," was the brief we gave Aller Media, says Lena Nydal Vidnes, who believes they got "value for money!" with maximum visibility and engagement during the campaign period.

Sponsorship on Rød Løper

For Kathrine Røst Nilsen, it was only natural to think about sponsoring Rød Løper. So the first person she contacted was Marian Østby Hagen, who is responsible for sponsorship at Aller TV. Since then, they have worked in tandem, in everything from meetings to deliveries.

Both Kathrine and Marian agree that Rød Løper 's editorial profile was the perfect match for milkshake for Mix.

- " Rød Løper is a playful editorial universe that reaches a very broad audience. Through Se & Hør we reach women in general and through IG we reach young women. Since Rød Løper is also on Dagbladet and Sol, we reach a broader age group that also includes men. And the timing couldn't be better! Summer is hot, milkshakes are hot and Rød Løper is hot," explains Marian Østby Hagen.

With entertainment, humor and fun ideas on Rød Løper 's platforms in June and July, they managed to engage both young people and adults. Sales were brisk! The goal was to sell 100,000 milkshakes in July. However, sales amounted to 116,671 cool taste bombs, which means a 28% increase in sales growth in July.

Deserves praise

The editorial team is always off in the middle of summer. Nevertheless, they delivered a summer campaign that took Mix Milkshake to new heights. It's impressive! With close collaboration, a good dose of creativity and features made in advance, they achieved an impressive result, even though much of the campaign took place during the summer vacation.

- "The editorial team, led by Jonas and Kine, did a great job," says Kathrine.

Marian agrees, and says that they got a milk bartender from Mix to come down and make milkshakes for them in the studio.

Seamless collaboration

Mari Anvik Berg, digital advisor at Carat, is very pleased with the results and the effect of the marketing. She believes this is due to a well-thought-out strategy and outlets, and not least good collaboration.

- "The collaboration with Aller has been seamless, and there has been good follow-up all the way," she says.

Kathrine Røst Nilsen says that right from the idea stage they have had a good dialog with everyone involved. This applies to Mix, the Rød Løper editorial team, the media agency Carat and, not least, the advertising agency Alexander Reklamebyrå, which she believes deserves extra kudos.

Lena Nydal Vidnes adds:

- "I would like to thank the best agency, Alexander Reklamebyrå with Line Aas and Marius Wold, who produce ideas and materials for Mix that get noticed and produce results that we are proud of. The total media mix in June and July with radio, newspaper ads and digital media with banners and film gave good sales results for Mix," she says.