case
RITTER SPORT.
THE UNICORN OF CASES
SQUARE. MAGICAL. GOOD.
Once upon a time.
Unicorns were on the rise. Why? All we know is that no other creature of magic and rainbows farts says it better: "You and me, we're fabulous!"
From web 1.0 to web 2.0.
Long before social media, tampering with logos and packaging was a trend in Germany—photoshopped Ritter Sport chocolate bars with absurd flavors like 'Minced Meat' and 'Döner Kebab' went viral. Faced with a choice, the brand went all-in, transforming their new social channels into galleries for fan-made parodies. Fans loved it, and Ritter Sport set a blueprint for digital success: don't control how your audience interacts with your brand—celebrate it.
From UGC to R&D.
As Ritter Sport's first social media agency, we knew the fan community inside out. So, when the chance came to turn fan creations into reality, we were beyond excited—maybe even a little too excited. One of our slides solemnly proclaimed: "In the world of social animals, the unicorn is the Grumpy Cat of tomorrow."
#GlitterSport #nobrainer
From Error 404 to 70,000.
The hype was real—and so was the panic. The online store crashed under the sheer weight of FOMO-driven fans racing to get their hands on the limited-edition release. And the results? Absolutely staggering. The highly sought-after unicorn edition, capped at just 70,000 units, sold out the same day.
From WTF? to OMG!
With a media budget that could best be described as imaginary, the unicorn chocolate campaign sparked one of those rare, magical moments in recent German marketing history.
In numbers:
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500 million impressions
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72% surge in brand awareness
And the madness continues.
A glance at the shelves of German supermarkets makes one thing very clear: unicorns are here to stay.
Watch the case film:
Credits
My job: eating chocolate and staring at the screen in disbelief as the Team Lead for strategy and concept.
Social Media Team: Ben Wittkamp, Gianna Krolla, Stefanie Adler.
Art: Ricarda Lutz.
Agency: elbkind