CASE
Cloetta has been a loyal Smurf licensee for more than 20 years. With a 60-70 % market share within candy pastilla boxes and a long time presence in the market has resulted that Norwegian kids associate pastilla boxes with Smurfs similar to Hoover and vacuum cleaners. Cloetta has capitalized on the latest movie releases with new yearly fresh designs and POS material and taken out the fantastic success in other Nordic countries.

OBJECTIVES

  • Strengthen brand awareness
  • Increase sales

KEY MEDIA & MECHANISM

  • Creative packaging and POS material

KEY RESULTS

  • Capitalization on the evergreen values of the Smurfs
  • Constant investments in retail exposure, classic tastes and creative design has kept the Smurfs on a 60-70% market share

BRAND IMPACT

  • Norwegian kids are born into the Smurf brand through the pastilla boxes
  • Financial gains
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