Cloetta: The next generation for Sisu

pivoting from taxi drivers to the youth

The iconic Finnish Sisu pastille was facing a significant challenge. Once beloved, it had become a relic primarily enjoyed by older demographics (“leather-jacketed taxi drivers”), leading to a dwindling user base. To revitalize the brand without losing its essence, we needed to engage a younger audience — the most cynical target group — believing that if we could win them over, we could catch the eye of the entire Finnish market.

Knowing that we were not competing for attention against other candy brands, but against Netflix, Fortnite and the likes, our strategy focused on bold product development and eye-catching marketing that drew heavily from popular culture. By conducting thorough target audience research, we created a product development roadmap and launched new flavors under the campaign slogan “Sisulla siitä selviää”, “Sisu gets you through it.”

The results were impressive: In two years, Sisu’s sales soared by 34%, nearly doubling the number of households purchasing the brand. The overall pastille category grew by 5% during this period, demonstrating the campaign's effectiveness.

Through modernizing the brand's messaging and tapping into youthful culture, Sisu successfully transformed its image, proving that even classics can thrive in today’s market.

Role: Creative Direction, Concept design, Art Direction, Strategy
Agency: hasan & partners