Eat it or Wear it?

Valio is the number one baking brand in Finland – especially among elder people and professionals. But how could the dairy brand inspire also a younger audience to bake? By tapping into the phenomenon of drop culture and pairing up with sneaker brand Karhu, Valio did something no-one had never done before: THE WORLD’S FIRST SNEAKER DROP – AS A CAKE. The amazingly real looking cake sneaker Karhu Aria 95 Valio Baker was dropped in Karhu’s webstore on the 27th of September, paired together with a real shoe.