ad campaign for Kalles Kaviar.
Kalles is essentially cod roe in a toothpaste tube. It's one of those foods that is specific to Swedish culture.
It's taste, especially to non-Swedes, is also unique. This is the idea behind the ad campaign, in which earnest Swedes offer Kalles to people all around the world.
The ads are pretty funny, so be sure to read the article, or visit Kalles YouTube channel. You'll thank me later!