Karhu, renowned for their impeccable shoe designs, drops several new shoes in a year but this time the drop was tastier than usual. The new drop was inspired by the “Is It cake” trend that has gone wild around the world. Partnering with Valio, a staple in Finnish homes for dairy and bakery products, they dropped a unique shoe that combines fashion and food: the Aria 95 Valio Baker.
In a time where innovative marketing is essential, brands seek to mesh digital trends with physical products. Karhu and Valio, iconic Finnish brands synonymous with taste and quality, have done precisely that, tapping into the globally recognized "Is it cake?" phenomenon.
The agency behind the creative idea is TBWA\Helsinki.
”Such a fusion isn't merely an intriguing concept but a strategic decision. With “Is it cake?” videos gathering over 2 billion impressions on TikTok, and even Netflix hopping onto the trend, there's no denying its market influence”, says Aino Soukko art director at TBWA\Helsinki
A sneaker made of butter and flour
Karhu and Valio are doing an unprecedented fashion drop in Finland by launching a cake shoe. The Karhu shop window and online store features a cake in the autumn color "Frosty Lingonberry & Caramel”.
This time, the sneaker does not just look delicious; it also tastes just as good. The shoe is made with buttercream and flour instead of the usual raw materials such as leather, suede, and mesh. The product image also has something unexpected: a spoon sticking out of the shoe.
"At Valio, we are especially excited about young people's enthusiasm for baking. It's great to see how the trend has encouraged people to try baking in a new way. We believe everyone can make their own sneaker cake" says Emma Mikkola, Valio's marketing manager.
