Case: Icebug

Brief

To relaunch Swedish Icebug in the Finnish market through a long-term communications strategy. The objective was to present the brand beyond the surface – positioning it not just as a studded footwear brand, but as a regenerative pionee – while deeply engaging media to build sustained brand visibility.

Insight

Icebug’s unique and all-encompassing values deserve more than a shouting match. We create touchpoints for journalists and influencers where attention isn’t just a fleeting second, but a chance to pause.

Icebug’s events reflect that distinctively authentic, human spirit that sets the brand apart from the crowd and leaves a lasting impression. We have taken influencers and journalists on island picnics, onto the ice in studded shoes and for coffee and cinnamon buns at Helsinki’s most charming Cafe Regatta.

We are strategically building an ever-growing community around the world of Icebug for the long term.

Execution

Thought Leadership

We featured Icebug founder and CEO David Ekelund in a key role across both the Finnish media landscape and Sugar’s own thought leadership event to speak about the sustainability transformation in the footwear industry.

Expertimential Launch

We hosted a memorable media experience for 30 journalists and influencers: a picnic excursion to Vallisaari Island. Moving away from the conventional press conference format, the event captured the playful spirit of a seaside field trip, complete with endearing picnic bundles.

PR Retainer

We combine ongoing media communications, engaging events, tactical product visibility and strategic sparring. By leveraging brand collaborations, we connect Icebug with like-minded partners to create mutually reinforcing communication synergies.

Results 

Over the past year, the Icebug x North Outdoor event achieved significant visibility across Finnish media. The event generated an estimated media value of 336,700€ and reached a total of 341,900 people.

Throughout the year a total of 25 media hits were secured. Icebug was featured across all major domestic lifestyle publications.