Questions like "do you usually throw away your toothbrush after you've been sick?"
and "do you floss?"
is set to this year's contestant in Melodifestivalen, in posts that are published on Hänt's social media and which are clearly marked with a sponsor's logo.
This means that clips from Melodifestivalen, and its participants, become part of the toothbrush company's marketing.
Now Melodifestivalen's project manager Anders Wistbacka is reacting, who does not want the festival's logo or scenography to be seen in the background of a sponsored publication.
- Journalists can interview the artists anywhere, in a hotel or outside the arena, and we cannot comment on that.
But when our logo and scenography are connected to the collaboration, it starts to become problematic.
It is then about improper use of Melodifestivalen as a brand, says Anders Wistbacka.
Removes posts on social media
Hänt has an ongoing dialogue with Melodifestivalen, and has now removed some of its posts from coverage according to the online magazine's editor-in-chief Tobias Wixtröm.
It's about clips on Instagram and Tiktok where the oral care company's logo is visible in interviews that take place in the festival area.
"We will take down and recut clips where the logo from our partner remains in the corner when we are on the festival grounds, but also when we talk to the presenters," writes Tobias Wixtröm in an email to Kulturnyheterna.