Strategia
On April 1st we claimed we’d done something outrageous: a one-piece chocolate bar. And obviously, people thought it was an April Fools’ joke – hundreds of people commented on the Instagram post, wishing it was real. Because who hasn’t sometimes said (lied!) to themselves: “I’ll only have one piece”. But 24 hours later we dropped the one-piece for real. And the internet blew up – as did sales.
As the challenge was business critical, we approached it with a proper brand strategy renewal.
At the core of it was one word: “Craving”. And when it comes to chocolate-craving, nothing says it better than the lie we all tell ourselves: “I’ll just have one piece…”.
This was the insight, the universal truth, we built our campaign around – the first campaign under the new brand strategy.
We seeded our chocolate bars to both big and small influencers.
On the streets, we asked people if they’d ever said, “I’ll just have one piece” – then rewarded them with ours.
“A piece better” ran across our TV, display, and street ads.
We even invited creators to our factory to craft their own unique one-piece bars.
SAMY 2025
© KULUTTAJIEN SUOJAAMINEN VAATIMUKSIA VARTEN
SAMY 2025 ©
