Laima - New Product

A new product, a new gift idea for Valentine’s Day and other special occasions. Laima launched its new “Maigums” heart-shaped marshmallows. The heart shape was already a perfect fit for Valentine’s Day communication, so together with the client, we decided to use this advantage strategically to maximise visibility. The campaign idea was to inspire men to choose heart-shaped marshmallows for their significant others on Valentine’s Day. That’s why we partnered with popular male influencers in Latvia, who gave the new marshmallows their own personal stories, creating romantic, witty and engaging content for their audiences.

Rather than simply showcasing the new product, we wanted to give people a reason to gift it. Together with the content creators, we naturally integrated the product into the Valentine’s Day mood and reached audiences at the moment when choosing a gift became relevant. And it seems the product really did capture hearts. In the NielsenIQ study of the best new products in the Baltics in 2025, “Maigums” heart-shaped marshmallows were recognised as the most successful new product in Latvia, also receiving the highest rating in the snacks category in Latvia.

Our responsibilities: end-to-end influencer project management - from content creator selection and communication to campaign coordination and execution.