In Sweden today: The official Cinnamon Roll Day. Does this sound insane? Why is a country celebrate the Cimmanon Roll? It’s not as strange as it sounds and I want to tell you the background because it’s a marketing stunt on a serious level.
It’s 1999 and sugar is, for some reason, not selling as good as it should in Sweden and the ”Home Baking Council” owned by Dansukker the sugar producer, decides to introduce the Cinnamon Roll Day. This is not so strange, the Cinnamon Roll is probably the most popular of the sweet bread in Sweden (where the roll actually has its origin), it just didn’t have its own day.
I love this way of marketing
Of course every marketer in Sweden can see that this is just a marketing stunt even though a lot of people now think it’s a real holiday. People eat rolls, radio hosts talk about cinnamon rolls (I’m listening to one right now) and cinnamon rolls are everywhere. The “Home Baking Council” did something really smart instead of just promoting sugar, they gave us something completely different, something we already love and that requires sugar.
I really love this, flank the market instead of hitting them straight on, this is really smart.