Client: Faxe Kondi Booster
Brief: Launch the new taste "Exotic Boost" in the spirit of the tagline - A different kind of energy
Idea: Moshe Lederfien, better known as the Pineapple Runner, is famous for running marathons with a pineapple balanced on his head. To launch Faxe Kondi Booster Exotic, we replaced his iconic pineapple with a can of Booster Exotic. It was a perfect match. As the official sponsor of the Copenhagen Marathon, Booster used an already iconic visual to introduce its new Exotic flavour - turning a globally recognised personal trademark into an unforgettable brand asset.
Result: The campaign culminated at the Copenhagen Marathon, where the Exotic Runner completed the full 42.2 km with a can of Faxe Kondi Booster Exotic balanced on his head. The entire marathon was documented live across social media, turning the attempt into a real-time event that audiences could follow from start to finish. By crossing the finish line without dropping the can, he became the first person in the world to complete a marathon while balancing a can on his head - transforming a simple product truth into a memorable cultural moment.
The Copenhagen Marathon activation became the campaign's defining moment, generating widespread earned media coverage across Denmark's largest news outlets and significant conversation on social media. In total, the campaign delivered more than 9+ million social media impressions, demonstrating how a distinctive creative idea, executed with authenticity and endurance, can earn attention far beyond paid media.
.