DO
THINGS
Aakkoset
Cloetta
Business Challenge
New product launches are essential for growth in the candy category, but they often require disproportionate marketing investment and do little to strengthen the core brand. Aakkoset needed a more efficient way to launch innovations while simultaneously building the master brand.
Big Idea
Turn Aakkoset’s most distinctive brand assets into a modular creative platform. By building every launch around an instantly recognizable “Aakkoset candy factory,” the brand could communicate each innovation with minimal creative changes while reinforcing the master brand every time.
Big Impact
The launch increased product rotation by 57% during the campaign and remained 15% above pre-campaign levels afterwards. First-time buyers grew by 82%, brand fit reached 78%, the campaign was 32% more cost-efficient than target, and the entire Aakkoset portfolio grew alongside the new product.
