In 2009 Åkestam Holst together with Swedish crisp manufacturer OLW launched a campaign that has passed the test of time. The word “fredagsmys” (Friday cosiness) quickly became a household catch phrase. It stands for relaxing with your close ones after a week of wear. OLW effectively put “crisp” as a given association to this cherished moment. As a result OLW outperformed its biggest rival Estrella and became the number one crisp brand in Sweden 2010. The concept is alive and kicking as this latest ad demonstrates.