A coffee can has caused a rush to grocery store coffee shelves in Sweden. Retailers report screaming, crying, and hysteria in the hunt for the cans. The background is an advertising campaign and anniversary collaboration between coffee manufacturer Zoégas and porcelain maker Rörstrand, featuring a blue-flowered coffee can that has gone viral.
In grocery stores distributing the cans, there are reports of long queues, screaming, and fights to get one of the limited copies. On the secondary market, the cans are resold, sometimes for several thousand kronor. Eva Ossiansson, a brand expert and economics doctor at the Gothenburg School of Economics, says it is an experience in itself to queue and get the cans, likening it to hunting for gold.
It is an experience in itself to queue and get the cans, likening it to hunting for gold.
She notes that occasionally a campaign or object becomes so popular it becomes a phenomenon, citing past examples like a hair styling tool and a labubu toy, as well as collaborations by H&M, Ikea, and McDonald's that have become collector's items.
Occasionally a campaign or object becomes so popular it becomes a phenomenon, citing past examples like a hair styling tool and a labubu toy, as well as collaborations by H&M, Ikea, and McDonald's that have become collector's items.