Ritter Sport Be aware of the power of the square

The story of the Ritter Sport effect

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Since 2020, Ritter Sport has been communicating in the Netherlands with the campaign theme "The chocolate square you don’t wanna share." Ritter Sport humorously and recognizably taps into consumer behavior: while people often say they are willing to share chocolate, many actually prefer to eat it alone—sometimes even in secret. Ritter Sport uses this insight to position its chocolate as so delicious and irresistible that you’d rather not share it.

In this continuation of the campaign, we issue a warning to Ritter Sport eaters under the slogan "Be aware of the power of the square." A social-first approach with very short, eye-catching, and thumb-stopping videos.