Supermarket chain Ica has used 4-5 characters for showing prices and offers for 15 years. Now, the oldest guy will leave the campaign, the guy named Ica-Stig, and on the 1st of February the replacement guy was relased

A typial movie where stig holds up sign with prices with this week’s special offers!

It’s an easy concept, but ICA in Sweden is having success with this one. The viewers feel they know the characters after all these years, they are almost like family for them! And Swedish consumers love a great deal and save some pennies!

Every week a new commercial is shown on national TV in Sweden!

The new old guy taking over as Ica Stig!