Swedish crisp maker OLW's choice to tap into a strong emotional insight proved a good strategy. OLW has now taken the throne as the king of the Swedish crisp market with a 39% market share. The insight that sits at the back of the Fredagsmys campaign taps into Swedes need for 'cosy, lazy family time' on Friday nights, after a tough and stressful working week. The key ingredient in the campaign is the song 'Fredagsmys' which, in all its 'geekiness', have become incredibly popular. It has been played more than 1 200 200 on Spotify! And the social network following has also been strong with more than 190 000 members in the Facebook group 'We love Fredagsmys'. See the ad below - a show of different Swedes who all love Fredagsmys.