“Without Klingit’s AI offer, we could never have afforded the campaign.”

Background

The Häxan story dates back to the early 1900s when Alexander Lagerman’s cleaning products, with their iconic bottle design, swept through Swedish households to become a classic. In 2020, over a century later, entrepreneurs Lovisa Tingman, Mikael Söderlindh, and Jim Rosengren acquired the brand. Since then, the product range has expanded to over 30 items available in all major retail chains.

After the acquisition, the team drew inspiration from unexpected industries to modernize the brand and develop relevant content. It quickly became clear that the growing demand for diverse, adaptable content would require additional creative resources, especially as campaigns need to perform well on both TikTok and in-store displays.

“Thanks to Klingit’s AI offering, we created really impressive content at a much lower cost.”

Lovisa Tingman
Co-owner, Häxan

Solution

Häxan began its collaboration with Klingit by launching a Halloween campaign designed to emphasize the brand’s natural connection to the holiday and appeal to a younger audience. Klingit leaned into Häxan’s iconic identity, using AI-generated content to create materials that would otherwise have exceeded budget constraints. Lovisa Tingman, co-owner of Häxan, highlights how this approach unlocked new possibilities.
– We could never have afforded a custom photoshoot in our style. Thanks to Klingit’s AI offering, we managed to produce top-tier content at a much lower cost. Additionally, incorporating dynamic visuals would have required at least another $10,000, which was now included. We also had multiple concepts to explore, which helped us quickly align with Klingit’s team in the right direction. It saved us both time and resources.

Lovisa Tingman also highlights Klingit’s efficient creative production platform and its structured brief templates, which help clients clearly define their needs.
– It pushes me to think through what I want, leading to more precise results and reducing the number of feedback rounds. I’d rather handle that myself than pay for unnecessary edits.

Result

The result is an engaging Halloween campaign that combines Häxan’s unique legacy with modern technology, boosting visibility and reach across digital channels – all while saving time and money. Lovisa Tingman also values the opportunity to collaborate with diverse creators, giving the produced material creative depth and preventing the team from getting stuck in a creative rut.

Looking ahead, Lovisa Tingman sees a promising future with Klingit, including a Christmas campaign, new product launches, and ongoing creative support. She particularly sees the advantages of generative AI for real-time adjustments to campaign content, helping optimize results on the fly.
– With generative AI, we can quickly adjust and update materials during the campaign, ensuring the best possible outcome.