Ahlgrens bilar: Volvo and more

Some time ago I wrote about Ahlgrens bilar. The highlight was how they made three products out of one by simply packing each colour in separate bags.



I also listed some other related candy that was manufactured under the same brand.

Volvo + Ahlgrens = TRUE
The main reason I write this update is the news that Volvo and Ahlgrens are launching a joint campaign. Candy cars in the format of the Volvo model V70 are launched as "Sweden's most environmental car".

I like this type of cross-brand campaigns. And what can be more natural than a joint effort between two of the biggest car brands in Sweden? And at the same time surfing the environmental wave.

But why did they mix all colours in the bag? Shouldn't all cars be of the green flavour?





One size doesn not fit all
Also, as a follow up to my earlier post. I failed to notice that the main product (Ahlgrens bilar) is available in multiple sizes. At least five different bags (30, 55, 70, 125 and 160 g).


Now also "sweat and sour"
And finally. Yet another sub-brand of Ahlgrens bilar is spotted. The "sursockrade" version.

Hm, some candy anyone? I'll probably stick to the mainstream version myself, but will at least try the new alternatives. What about you?

Candy car product packaging - a hint to product managers?

I attended a presentation yesterday. A few examples with consumer candy (chocolate and ice cream) marketing principles were highlighted.

In Sweden we have a perfect example. Are you familiar with "Ahlgrens bilar"? It's candy cars, quite popular in Sweden, that have been manufactured since 1953. More or less unchanged.

Each bag contains candy cars in three colours. It is a regular discussion subject if each colour have a separate flavour or not... (The answer seems to be "no", but I have not seen a confirmation on this. On the contrary - the formal statement is that this is a company secret).


A perfect product targetting traditionalists (?). I can imagine that any changes to the concept will trigger protests.

The brand of "Ahlgrens bilar" have been used in various campaigns. A few years ago two complementary products was launced - Spare tires and road signs.

Nice way of refreshing the brand. But of course these are essentially new products, with investments in new production lines etc.

Now comes the magic!
This might be a temporary marketing campaign, but I think it's brilliant. How can you evolve a product which contains cars in three colours?
The answer: create three new products. One for each colour. A fresh approach while keeping the old concept.
It will not upset the consumers. No investment in new production lines. It rides on the old question "same taste or not?".

Bonus information. During the intense research for this post I found two additional related products. One seasonal variant, with the candy as sleighs. One evolution towards chocolate dipped cars.


Me? I like the candy. I like the attitude. But I will continue to buy the original, mixed, product. I guess I am a traditionalist.