What the hell is Skyr?
Skyr, an Icelandic dairy product with an unpronounceable name had a major awareness gap in the U.S. market.
What is it? Where does it come from? And why would anyone pick it over the yogurt brands they already know?
the Brief:
Introduce Icelandic Provisions to a mass U.S. audience with a campaign that builds charm, earns attention, and Generates meaningful product trial.
Oh, and do it without losing the Icelandic soul that makes the brand special.
the ask:
the strategy:
We leaned into the weird.
Instead of sanding off the edges of the brand’s heritage, we amplified them using real Icelanders as the unlikely spokespeople of Skyr culture.
The campaign was built like a public-access tourism show gone rogue: part Wayne’s World, part TikTok travel banter, all powered by actual Icelandic charm.
It didn’t explain Skyr, it celebrated the fact that it even needs explaining.
the work:
We built a full-funnel campaign as quirky and character-rich as the product itself. crafted to meet consumers everywhere from subways to streaming.
At the center: a short-form TVC spot starring our two real Icelandic hosts filmed on location in the middle of an ice field, delivering Skyr wisdom with wit and sincerity.
why it mattered:
In a category full of polished sameness, Icelandic Provisions stood out by being... unapologetically Icelandic. And a little odd.
We didn’t just educate, we entertained. We didn’t introduce a product, we introduced a point of view.
That’s how you launch a brand most people can’t pronounce:
You make them smile, and make them curious.
the impact:
25% sales lift in DTC market
Video completion costs just above $0.01—a category-beating performance
4–5x stronger results than industry benchmarks for video view-through
Established a distinctive brand tone with breakout potential for scale
Made people say: “Wait, what’s Skyr?”—then go find it