Client: Cloetta Norway
Sector: FMCG
Services: Brand Identity & DesignAdvertising & Campaigns

Perfect strategy for greedy handfuls

Cloetta Norway is part of the Swedish confectionery and snack company Cloetta, founded in 1862. In Norway, Cloetta is known for popular brands such as Läkerol, Ahlgrens Bilar, Malaco, Doc, and Pops.

Cloetta offers a wide range of candy and lozenges with a strong position in the Norwegian market. Minnesota Brand Agency works on adapting Cloetta's Swedish and Finnish brands for Norway and developing unique Norwegian brand identities – like Pops.

Challenge

The task was to establish Cloetta Pops as a playful, impulsive, and charming chocolate alternative for young adults (ages 18–35). The goal was to increase trial, purchase, and awareness over time, while also giving the brand a distinct personality to set it apart from competitors. With a limited budget, the solution needed to be both impactful and scalable for future product variations.

Insight

Despite broad distribution, Pops was less top-of-mind in a highly competitive candy market, where taste and functional benefits were no longer enough to create clear differentiation.

Solution

To resonate with the target audience’s everyday triggers – the little extra that "spices up" moments – a new communication platform was developed. The platform aimed to create a clear, playful, and slightly quirky identity for Pops, encompassing everything from packaging design and visual elements to sound logos, film concepts, and social media.

We positioned Pops as the ultimate, easy-to-eat chocolate that you can grab a generous handful of anytime you feel like it. The idea of "greedy handfuls" visualizes the impulsiveness and joy of indulging in as much as you want – with a cheeky twist.

A new logo, color palette, and typography reinforce Pops' playful personality. Cleaner and more "pop-like" designs highlight the candy’s shape and crunchiness.

A distinct sound logo and a unique visual identity ensure the brand stands out clearly on shelves and across all digital and physical advertising.

The films – shown on TV, digital platforms, and cinemas – is short and humorous. The main character is a woman with one enormous hand who enjoys generous amounts of Pops in various everyday settings. The situations are relatable but take on a humorous tone as she indulges in “greedy handfuls.”

Social media

Shareable content challenged people to showcase their own “greedy handfuls” moments via Instagram and TikTok. Interactive Instagram filters and Reels featured a light, playful design, with an extra handful of "pop" on the soundtrack.

The concept "Perfect for Greedy Handfuls" paves the way for new product variants and flavors to be launched under the same communication platform – with humor and playfulness at the forefront.

Brand Awareness

 

Source: Snapchat Brand Lift Study

Commericial Awareness

 

Source: Snapchat Brand Lift Study

Purchase Intention

 

Source: Snapchat Brand Lift Study

Result

Through a comprehensive yet budget-friendly campaign, Cloetta Pops has gained a cohesive and clear personality across all touchpoints: from packaging design and sound logos to digital campaigns, commercials, and in-store activities. The campaign demonstrates how an integrated solution can make a relatively small brand far more visible and attractive in a tough category – one greedy handful at a time.

The campaign gained solid coverage on social media and resulted in a noticeable increase in the percentage of consumers who say they "choose Pops more often." Both retailers and the target audience report that Pops is now perceived as more playful and quirky than competitors.

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