Fazer had no competitive product in the fastest growing sub-segment of chocolate bars – energy bars. Tupla had grabbed a 50% market share and was consumed by 35+ women.
Karl Fazer Crunchy was launched as “a rougher cousin to the gentleman-spirited Karl Fazer Blue”. It’s delicious milk chocolate like Karl Fazer Blue, but has more of everything.
Fazer rose to a third of purchases in energy bars. The total market share of Karl Fazer bars doubled – and the desirability in the target group jumped to a new level.
Tämä kampanja todistaa, että timanttisella strategisella työllä onnistutaan vaikuttamaan oman liiketoiminnan lisäksi koko kategoriaan. Vaikka lähtötilanne oli haastava perinteikkäälle brändille, onnistui se erottumaan kilpailijoistaan ja hurmaamaan yleisönsä luovalla toteutuksella.
Tuomariston perustelut, pronssi