Hilla Carpén, Senior Marketing Manager, and Siri Martinez, Global Brand Manager, started the workshop with a presentation about Fazer's confectionary brands, and how they work with gifting and seasons today in various ways, to make the students well prepared for the task at hand.

Two groups were then tasked with ideating one opportunity each for product concepts related to Christmas, the largest and most important category within seasonal gifting, and where Fazer is currently a challenger within the market. Additionally, the third and final group was asked to focus on year around gifting. The students ideated three new product concepts, with related marketing tactics both for how to display the product in-store to ensure visibility and attention, but also online utilising influencers to ensure reach within the young adults target audience.

Thank you to Olle Ericson, Senior Manager Business Development, for arranging and guiding the students, and a big thank you to Hilla and Siri, for a fun and creative workshop!

Saga Baggströms, Key Account Manager, Fazer Retail Club 2025/2026