Festive Candy Campaigns : ‘Be Sel-Fish’ Activation [Video]

Swedish Fish has introduced its ‘Be Sel-Fish’ activation for the holidays, running from December 4 to 31, as part of a campaign to engage a new generation of consumers, particularly Gen Z. By blending its classic red gummy candy with contemporary themes, the campaign aims to create a meaningful connection with younger audiences.

The activation comedically features “Santa keeping Swedish Fish candy for himself,” illustrating the fun and enjoyment the brand represents. This festive initiative not only revitalizes the candy’s timeless appeal but also ensures its relevance in modern pop culture. By targeting Gen Z and younger generations, Swedish Fish leverages the opportunity to cultivate brand loyalty and expand its audience, while encouraging playful engagement during the holiday season.

Image Credit: Mondelez