case
RITTER SPORT.
THE UNICORN OF CASES
Quadratisch. Magisch. Gut.
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 became a thing in Germany—especially photoshopped Ritter Sport chocolate bars with flavors like 'Minced Meat' and 'Döner Kebab' went viral.
Faced with uncharted territory, the brand went all in, transforming their new social channels into galleries for fan-made parodies. Guess what? Everyone loved it, and Ritter Sport set a blueprint for social marketing: Don’t fight the fandom. Feed 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 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 units sold.
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. 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