Fazer Blue Magic

The Fazer Blue Magic program was global. Over an 18 month period SYS managed the Fazer Blue Magic entry in the Expo 98 Around the World Race. Fazer Blue magic won the race. During the race Fazer promoted their brand through a 24 episode Television Program for free to air television in Finland, one of the first reality programs in the World, which traced the passage of Fazer Blue Magic and her crew around the world.

The campaign was designed to relaunch Fazer chocolates in Finland. It was during the course of this project that the core crew for SYS was formed and the vision emerged for SYS as a dedicated brand building company in Sailing.

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The television series was an unprecedented success, it had the highest viewing figures of any domestic made program and has to date been re-run 4 times. It goes without saying that the Fazer brand benefited from the tremendous media exposure combined with a very successful internal marketing campaign being run in Scandinavia in conjunction with the completion of the race.

The Fazer Companies were owned by Peter Fazer, an experienced sailor who had previously sponsored and competed upon Fazer Finland in the 1985 Whitbread Race finishing third. Fazer is one of the largest Finnish Companies, a brand leader in confectionaries and baked goods.