For 13 years, Hans Mosesson was “Ica-Stig” with the entire Swedish people. The commercials personified him as the Ica dealer in the small town together with his co-workers in various everyday situations.
The news of Hans Mosesson’s death came on Friday. He was 79 years old.
In December 2001, Ica–Stig made its debut in Swedish homes and it wouldn’t take long before the commercials became popular. A few months into 2002, Ica’s total sales had increased by 9 percent, the analyst explains, and believes that the commercials played a major role in the growth.
— There are few advertising concepts that have been as successful and that have taken advantage of that popularity. The Iprenman is another, but the difference there is that they have not stuck to the concept.
Carin Fredlund talks about studies from the School of Business and Economics about advertising fatigue. People have a negative attitude to advertising, but many have seen Ica’s commercials as entertainment.
— In 2015, Hans Mosesson told us that he would quit the role and then there was a big uproar. People were really sad, says the analyst.
The role was replaced by first Loa Falkman and later Björn Kjellman.
— “Ica-Stig” has become a bit like a Bond profile. James Bond is replaced in different films, but the character itself still remains.