KICKS: Svenska Cupen

Background

KICKS is the leading beauty retailer in the Nordics, with over 225 stores across Sweden, Norway, and Finland. Traditionally focused on women, the brand set out to expand its reach by targeting men, with gaming as a key channel.

Execution

Config developed a strategy positioning KICKS as the skin expert, both inside and outside the game. Through smart wordplay and humor, the brand claimed a natural role in a male-dominated arena.

Impact

The campaign delivered strong brand uplift across all four key metrics, measured in a third-party survey by Brand Metrics.