WASA: sounds good

Swedish crispbread brand Wasa who wanted a global, localizable campaign that established Wasa as a brand that embodies the values of nature, wholesomeness, well-being, and sustainability (with a delicious product).

Since Wasa was entering new markets, we looked for an insight that could resonate across cultures, in a very down-to-earth way. We decided to focus on the classic crunch of a Wasa cracker, drawing consumer’s attention to the grounding experience of a snack that uses all of your senses. With the Sounds Good tagline, we could establish the “goodness” of the brand from any angle, from ingredients, to flavor, to sustainability.

I worked on the strategy and wrote this script, which was translated into several languages.