DOMINO PINK

Role: Creative Direction

Company: SAMY Nordics

Client: Fazer

Year: 2026

BACKGROUND

Domino – Finland’s most iconic biscuit—just underwent a vibrant evolution. To launch the new Domino PINK, a strawberry ice cream-flavored treat, the strategy shifted from traditional advertising to a targeted, high-energy "drop" designed specifically to capture Gen Z’s attention.

The primary goal was to make a heritage biscuit brand feel relevant and fresh for a younger, trend-conscious demographic. In a saturated market, simply placing a product on a shelf isn't enough; the launch needed to feel like an event.

APPROACH

Since the product is the pinkest biscuit ever made, the campaign logic was simple: give it to the pinkest people in Finland. We identified the country's most iconic creators who already championed the pink aesthetic, transforming a standard product launch into an exclusive cultural moment.

We created an exclusive invitation into the world of Domino PINK rather than sending a standard press kit. Each creator received a limited-edition delivery of the biscuits accompanied by a Pink Certificate of Honor. This certificate officially crowned them as one of Finland’s Most Pink influencers, turning a simple snack into a badge of digital prestige. By gamifying the aesthetic, we gave creators a reason to share that felt organic to their personal brands.