To launch new and unusual Ritter Sport flavours in a non-standard way with a scarce budget in a tough economic environment faced by Russia in 2015
Ritter Sport is a German chocolate brand known for a vast variety of fillings. And what do we know about Russians? They are weird! Strange behaviour, unusual jokes and most of all - crazy tastes in food!
German chocolate meets Russian Cuisine! To attract attention to the new flavours we decided to play a national joke on April's Fools Day by creating an online voting campaign with four absurd all-Russian fillings: Cranberry&Vodka, Medovik, Creme Brulee and .....Pike Caviar chocolate! The idea was powerful enough to create national buzz across multimedia channels and make Russians believe it was true.
Social media went nuts! Discussion went beyond social media to all channels: Digital, TV, Radio. Celebrities and bloggers fueled national interest and loads of UGC appeared. After reveal was made the most active participants got samples of new REAL flavours: Honey Almond with Salt, Peppermint, Buttermilk Lemon and Mint Strawberry.
unique votes in 10 days
8 000 000
users social media posts reached
increase in traffic to the website
300 000 €
120 000 000
Media impressions in Russia alone