Lakrids by Bülow launches 412-year campaign to make the world fall in love with liquorice
In the US, liquorice is classified as a polarising taste — with a majority of consumers stating they don’t like it. Danish confectionery brand Lakrids by Bülow is set to change opinions with what is believed to be the world’s largest sampling, encouraging everyone on earth to try its range of premium liquorice.
The Lakrids by Bülow collection consists of gourmet pure liquorice in a range of flavours, including sweet, salty and spicy, plus the best-selling chocolate-coated liquorice.
The record-breaking attempt to sample everyone worldwide is Lakrids by Bülow’s mission to make the world love liquorice, one piece at a time. Encouraging people to share liquorice with a hater, Lakrids by Bülow is aiming to get the handcrafted sweets into the hands of every consumer across the globe. According to calculations, it will take the brand 412 years and 292 days to attempt this ambitious endeavour.
Lakrids by Bülow is offering everyone on the planet the opportunity to receive a free sample of gourmet chocolate-coated liquorice. With only one liquorice machine and plenty of passion, the brand is determined to make the impossible possible. So, wherever you’re based, from New York to Tokyo, you can get your hands on liquorice that the brand believes is ‘guaranteed to challenge opinions.’
Those interested can simply add an email address (theirs or a friend’s — everyone is encouraged to #ShareItWithAHater) to wemaketheworldloveliquorice.com and wait for a sample to arrive.
Sarah Maria Carl, marketing director at Lakrids by Bülow, comments, “Since the beginning, we have developed, in close collaboration with consumers, the liquorice that forms the entire foundation of Lakrids by Bülow. We are proud of our product and want to share it with the world. We believe that our Danish gourmet liquorice can convert even some of the biggest haters, even if they think otherwise!”
The world’s largest sampling campaign kicked off on 12 October 2021, with a brand-new campaign film by acclaimed director Peter Harton, who is known, among other things, for directing The Cavalry. It was shot internally at the small Danish liquorice factory, using employees only. Watch the campaign video here.
