Cloetta: Tupla revival

doubling the sales of a loved icon

Tupla is an iconic Finnish chocolate bar. In the 90’s they had a bunch of raunchy, adventure-themed ads, but in the more recent years they had become a bulk item. A lack of novelties and a clear marketing concept had led to muddy brand perception and declining preference.

Based on audience research, the whole marketing plan was overhauled. A new roadmap for novelty launches was built, new product line extensions were spun up and the marketing communication was rebooted, from tone of voice and pack shots to advertising.

Adventure, which had been at the core of Tupla, was redefined in a way that resonated with the new, younger target audience. New product lines catered to a wider range of consumers, fulfilling new needs and cravings. No matter what the format of Tupla, Adventure was still at the heart of all communication. Tupla sent lucky fans ice climbing in Iceland, drifting in Fukushima and trying out the life of a vaquero in Mexico.

After these adventures, the next round of communication went all in, sending a bunch of contestants to the edge of space in a competitive reality show. We shot a short-form reality show, then ran it in prime time television and online.

Over the years, Tupla's sales soared, with sales numbers going from 15M units per year to 28M units per year. Tupla's market share grew from 13.3% to 17.3%.

Tupla grew faster than the market for several years in a row, increasing the growth of the whole segment and becoming the most sold chocolate bar for four years in a row.

We kept a tight leash on the brand, keeping everything consistent through line extensions into protein products, ice cream and chocolate bar variations. I was actively involved in product development with the client.

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