Pripps Blå is one of Sweden’s best known brands, but a lot of people just remember the commercials from the early 90’s. In 2012 we worked with revitalizing the brand to strengthen sales and find a new target group. Since then, Pripps Blå has been working with the concept “Låt oss presentera” (”Let us introduce”), introducing famous and not very famous people, everyone with the common ground: their strong personality. When working with the 2016 concept we wanted to move closer to the history of Pripps Blå and look back in time, but cautiously not to get stuck in nostalgia. We also wanted to highlight the musical history of Pripps Blå and strengthen that part of the concept. So, in the summer of 2016 Pripps Blå introduced The Swedish Summer, uniting so many parts of the Pripps Blå universe. Along with Rebecca & Fiona and Little Jinder we produced and aired six unique commercials.