# Festive Candy Campaigns Swedish Fish Targets Gen Z with its 'Be Sel-Fish' Activation By Debra John | Published 2024-12-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/be-selfish-activation References: [snackworks](https://www.snackworks.com/brands/swedish-fish/) & [target](https://www.target.com/b/swedish-fish)  [Swedish Fish](https://www.trendhunter.com/trends/cloetta) has introduced its 'Be Sel-Fish' activation for the holidays, running from December 4 to 31, as part of a campaign to engage a new generation of consumers, particularly Gen Z. By blending its [classic red gummy candy](https://www.trendhunter.com/trends/bubs-swedish-candy) with contemporary themes, the campaign aims to create a meaningful connection with younger audiences. The activation comedically features "Santa keeping Swedish Fish candy for himself," illustrating the fun and enjoyment the brand represents. This festive initiative not only revitalizes the candy's timeless appeal but also ensures its relevance in modern pop culture. By targeting Gen Z and younger generations, Swedish Fish leverages the opportunity to cultivate brand loyalty and expand its audience, while encouraging playful engagement during the [holiday season](https://www.trendhunter.com/trends/bebeto-christmas-range). Image Credit: Mondelez ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 50% | Activity: 56% | Freshness: 31% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Gen Z Targeted Campaigns:** Marketing strategies centered around Gen Z themes can create more personalized and impactful brand connections with younger consumers. - **Holiday-themed Marketing:** Seasonal marketing campaigns can enhance brand visibility and relevance during key festive periods, fostering stronger consumer engagement. - **Comedic Brand Activations:** Utilizing humor in brand activations can amplify engagement and leave lasting impressions on target audiences. ### Where This Applies - **Confectionery:** Incorporating modern cultural themes into product promotions can rejuvenate classic candy brands and attract new, younger demographics. - **Digital Marketing:** Harnessing social media platforms for holiday-themed activations can significantly increase online interaction and brand loyalty among younger audiences. - **Entertainment:** Collaborating with entertainment elements like humor can enhance marketing efforts and create memorable consumer experiences. ## Related on Trend Hunter - [Shareable Travel Candy Pouches](https://www.trendhunter.com/trends/cloetta.md) - [Swedish Candy Pop-Ups](https://www.trendhunter.com/trends/bubs-sweeteasy.md) - [Major Fan-Centric Candy Campaigns](https://www.trendhunter.com/trends/skittles-obsessed.md) - [Branded Wholesale Candy Ranges](https://www.trendhunter.com/trends/sweetish-candies.md) - [Interactive Outdoor Candy Activations](https://www.trendhunter.com/trends/haribo-hide-n-seekers.md) - [Celebratory Christmas Candy Campaigns](https://www.trendhunter.com/trends/holiday-giveaways.md) - [Crispy Candy Contracts](https://www.trendhunter.com/trends/legally-acknowledge-the-crunch.md) - [Whimsical Snack Machines](https://www.trendhunter.com/trends/jaffa-cakes-installation.md) - [Expansive Vegan Candy Campaigns](https://www.trendhunter.com/trends/swizzels-campaign.md)