Mark'it: Swedish Fish

Fish are spawning their way up Comm Ave and on to dozens of bus stops. It all started with one fish on the sidewalk outside of the Kenmore Classroom Building.

Now we've got fish on Kenmore Square's Homelessman's suitcase...

Park Drive bus stop

and Mass Ave bus stop.


Where are they all going? Who is posting fish all over the city? What's the message? I'm surely intrigued...here are some hypotheses:

Someone at Cadbury knows my occasional weakness for Swedish fish so they put them outside of Campus Convenience stores to increase impulse purchasing. But that only explains some of the locations...so that's out.

Another fish-fan start-up business is trying co-promoting their business with Swedish fish. Possible, but they are only promoting the fish at this point.

Someone really doesn't like Swedish Fish. I only say this because on Park Drive, the fish is dead.

Cadbury is revamping their Swedish Fish product to become a more talked about brand.
This seems to be a trend in advertising that I first witnessed in Paris. Company put up a "first round" of posters with a "hook", usually an attention getting picture or phrase, then a week or so later, they put up the "second round" of the campaign that explains the meaning of the first. It really peaks interest and it was all anyone could talk about for days after, "I figured out what that poster meant...". And since these ads seemed to be heavily displayed on bus routes and campus sidewalks, do they want the elusive (18-24 year olds) to become Fish Fans?

Check out their website: http://www.swedishfish.com/