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Ever hear of Kalles Kaviar? It's cod roe, and you eat it out of a toothpaste tube.
Cringe away, but Kalles is a beloved Swedish product. They put it over eggs and eat it on toast. It's basically Sweden's Marmite. To drive sales, parent company Orkla tapped Forsman & Bodenfors to produce a self-deprecating campaign. For the last year, Kalles has been traveling the world, seeking to initiate others—unsuccessfully, to put it mildly—in the Swedish taste of home.
The first ad takes place in Los Angeles and sets the tone.
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