Ritter Sport Schokolad: German chocolate with Russian feeling

This case study explains how chocolate brand Ritter Sport used a joke to launch four new flavours in Russia when it had a very small media budget.

Agency: ARK CONNECTCountry: Russia

The summary statement

A provocative and engaging online campaign with exceptional results: +140% sales increase and a staggering ROI of 50 - yet we launched the campaign with only five billboards, minimal SMM seeding - a tiny budget of 6000. Pike Caviar Chocolate created tonnes of buzz.

Campaign strategy

Context:

  • Ritter Sport is a German chocolate brand known for its "variety and unusual flavors". Ritter Sport has the largest number of SKUs among its competition. Every year, Ritter Sport launches brand new flavors to support its "variety and unusual ingredients" attribute....

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