How artist Isak Benjamin, MAIA Universe, and one of Sweden’s most iconic brands, Ramlösa, came together to refresh the timeless Swedish classic ‘Små Lätta Moln’.
When an iconic brand chooses music for a new campaign, sound alone isn't the only consideration - it’s just as much about cultural relevance, identity, and trust. For Ramlösa, one of Sweden’s oldest and most beloved brands, selecting the right song meant finding something that carried real cultural weight, a song that has endured in Sweden’s collective memory. That’s where ‘Små Lätta Moln’ by Pugh Rogefeldt came up - a dreamlike folk-rock song that has etched its way into people's hearts for decades. Through a strategic music sync collaboration with artist Isak Benjamin and MAIA Universe, the classic was reimagined for a new generation, while preserving the emotional essence that made the song timeless in the first place.
How a real-world music sync collaboration comes together
So how does a collaboration like this actually happen? What are the real-world challenges, considerations and opportunities when executing a music strategy for a new campaign?
At MAIA Universe we had the privilege of working closely with the brand: Ramlösa, alongside Stockholm-based ad agency BBDO Nordics and production company Camp David, to guide the music strategy from initial concept through to final delivery. The project was spearheaded by our own Patrik Berggren who coordinated the music selection and sync strategy in close collaboration with the brand and creative partners.
The initial brief was clear: identify a song deeply rooted in Swedish culture, then find a contemporary artist capable of reinterpreting that song in a way that respected its legacy while making it feel relevant in modern day Sweden. Ramlösa’s heritage spans more than 300 years, but the campaign aimed to underline the brand’s place in modern Scandinavian life - not as a legacy brand looking backward, but as one that continues to be part of everyday moments.
Selecting the right song and the right creative direction
When ‘Små Lätta Moln’ was proposed, there was immediate alignment between Ramlösa, BBDO Nordics, and Camp David around the emotional impact of the song. At the same time, the creative teams were clear on one critical point: the new version needed momentum. It could not drift into nostalgia or become a campfire ballad. The music had to provide a sense of movement, energy, and modernity - mirroring contemporary Sweden and driving the campaign’s visual storytelling forward.
The 'Mer Smak' campaign itself focuses on the quietly extraordinary moments of everyday life - a dreamy summer rain that quietly weaves itself into everyday moments; a teenage kiss, a roadtrip, and a wedding. The music needed to unify these moments emotionally while keeping the pace and tone contemporary.
Rights clearance and licensing
Once the song direction was locked, Helen McLaughlin, Head of Catalogue at MAIA Universe, led negotiations with Warner Chappell, publisher of ‘Små Lätta Moln’, to secure the necessary publishing rights for sync. Thanks to our long-standing industry relationships, MAIA Universe was able to deliver significant additional value to the brand. This is where established sync infrastructure and existing rights-holder agreements make a tangible difference. Our direct relationships with major labels and publishers allow us to have greater flexibility for brands and agencies operating under tight timelines.
Artist selection and creative collaboration
With the rights in place, the focus shifted fully to creative execution. MAIA Universe proposed several contemporary Swedish artists who could modernise such a well-known song while authentically representing the brand sonically. It quickly became clear that artist Isak Benjamin stood out.
Isak’s contemporary Americana-influenced sound, combined with a vocal maturity beyond his years, made him very well suited to bridge heritage and modernity. He could honour the emotional levity of ‘Små Lätta Moln’ while delivering a version that felt current, confident, and forward-looking. We were thrilled when Isak accepted.
Patrik Berggren communicated the creative brief to Isak, ensuring clarity around the brands desires and ad agency’s vision while allowing him the creative freedom to interpret the song in his own way. Over the course of a couple of weeks, tempo, arrangement, and tone were refined through ongoing collaboration between Isak Benjamin and his record company Sony Music Sweden, MAIA Universe, Ramlösa, BBDO Nordics, and Camp David. The process culminated in a studio visit where the team viewed the final campaign cut together - marking the launch of a new partnership between brand and artist.
A win for brand and artist alike
Bringing a young, emerging artist into the project not only modernised Ramlösa’s brand perception and sound - it is also creating meaningful exposure for an artist at an exciting growth stage of his career.
All together now
We’re so happy with the final results of this campaign and are humbled to have been asked to guide the music strategy in a way that aligned creative intent, commercial goals, and cultural context. Our sincerest thank you to Ramlösa, Isak Benjamin, BBDO Nordics, Camp David, Warner Chappell and Sony Music Sweden for a great collaboration.