Almost all chocolate brands tell the same story: the best chocolate with the tastiest ingredients. Prepared by the best chocolatiers and temptingly eaten by beautiful people who intensely enjoy it. So, it's a challenge to occupy a unique place in the consumer's mind. In the new campaign, Ritter Sport combines its DNA (colorful, active lifestyle, and square shape) with a consumer insight. If you ask people if they want to share their chocolate, they'll give a socially desirable answer: "Yes, of course!". However, it turns out that many people prefer to eat chocolate alone, sometimes secretly, at their own time and don't want to share it. There are even people who hide their chocolate from others.
Ritter Sport embraces this insight and uses it in its new campaign. Because of the size of the bar and the delicious, high-quality chocolate, Ritter Sport finds it quite logical that you don't want to share it. The Ritter Sport chocolate is simply too good to share. That's why Ritter Sport introduces the new theme: "The chocolate square you don't wanna share".
‘We made a head start with the desired rejuvenation of our target group. The colorful campaign ensured that we could put our brand back on the map.’