Löfbergs Wants A Less Lonely Sweden

10/25/2012

What do transexuals, exotic bird lovers, lake monster hunters, historic reenactors and a railway brass band have in common? They get lonely—and in this case they’re Swedish.

Löfbergs, following a recent rebrand, have launched a new ad campaign to celebrate the numerous and unique associations in Sweden that bring people together—and as a result drink a lot of coffee. The campaign features: The Association for Transsexuals (Free Personality Expression) in Malmö, The Great Lake Monster Association in Östersund, The Gothenburg Tropical Bird Association, The Swedish Railways Band Association and the Historical Society of King Gustaf’s Toast.

Along with video and print advertisements, Löfbergs launched a National Register of Associations where you can find other like-minded enthusiasts or create your own organization and fight loneliness in the company of others—over coffee. Memberships in associations have been declining in recent years and Löfbergs would like to reverse that, because associations contribute to less loneliness.

The new ads were created by, Volontaire, the same firm who developed the brilliant idea for @Sweden, the world’s first democratized national voice on Twitter—sparking the worldwide phenomenon of rotation curation.

Löfbergs, formerly known as Löfbergs Lila, is the largest family-owned coffee roaster in Sweden and are well-known throughout the country by their trademarked purple color (lila). Founded in 1906, it’s the coffee of choice at the Swedish Royal families gatherings and they’re also one of the world’s largest buyers of ecological and Fair Trade coffee.

I know Löfbergs as the purple bags in the grocery store filled with dark-roasted coffee. But they would like you to think less about their coffee and more about why we drink it—to be with others. No matter what’s in your cup, that’s a great gesture of humanity.

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