Bäst före
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ClientICA Försäkring
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Year2024
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AgencyICA Reklam
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RecognitionQuarter final
For the 2024 DN Cup, ICA Insurance entered one of Sweden's most prestigious advertising competitions, where agencies compete with original full-page print ads. The challenge was simple: create an idea strong enough to stand out in a medium many consider outdated, while reminding people of something surprisingly few know—that ICA also offers insurance.
Insight
The most interesting thing about ICA Insurance isn't what makes it different from other insurance companies. It's the fact that ICA sells insurance at all.
Solution
We created a full-page ad built around one of the most familiar phrases in Swedish retail: "Best Before." Found on countless grocery products every day, the phrase instantly connects to ICA. At the same time, it carries a new meaning in the world of insurance: it's always better to have insurance before something goes wrong. By creating an unexpected link between food and insurance, the campaign turned a simple retail phrase into a distinctive brand message—one that only ICA Insurance could truly own.
Result
The ad advanced through three rounds of the DN Cup, defeating entries from several leading Swedish agencies along the way. As a result, ICA Insurance received three full-page placements in Sweden's largest daily newspaper for the cost of one—proving that a simple idea, executed well, can go a long way.
