120.000
Yearly visitors
36
Arla farms across Sweden
5min
One farm was fully booked within 5 minutes
When a brand promise runs into the real world
Every spring, thousands of families across Sweden gather to experience one of the most loved signs of the season: cows being released onto fresh fields. Arla’s Kosläpp has grown into one of Sweden’s largest recurring family events, where curiosity, joy and farm life meet in the same moment.
It is more than an event. It is a tradition.
A major family event with remarkable reach
The interest in Kosläppet is strong. In 2025, Arla arranged Kosläppet at 36 farms, with around 120,000 visitors expected to attend. The following year, approximately 115,000 visitors were expected at 32 farms across Sweden.
The tickets are sold quickly. Ahead of the 2025 event, Arla communicated that one farm had been fully booked in less than five minutes the previous year. Six times faster than the tickets for the Swedish Cup football final between Malmö FF and Djurgården.
That says something about the position Kosläppet has earned. At a time when many brands are competing for attention digitally, Arla has created something people actively plan for, book and talk about.
Branded items that frames the experience
For several years, Creon has had the opportunity to contribute to the experience around Arla’s Kosläpp through branded items that strengthens the event .
For Kosläppet, we have produced items such as temporary tattoos, caps and t-shirts, products that do more than carry Arla’s identity. They become part of the memory of the day. A tattoo on an arm, a cap to protect from the sun or a t-shirt can extend the experience long after the cows have run out onto pasture.
To us, branded items is not about adding products for the sake of it. It is about creating details that fit the context, strengthen the story and make the brand more present in everyday life.