Ritter Sport x HARIBO – Brand Swap
Gold
Excellence in Brand Strategy and Creation
Brand Communication – Social Media
Credits
Agency / Design
Details
HARIBO vs RITTER SPORT = mudslinging in the supermarket? The two love brands prove that there is a better way. Together, they initiate the brand swap – the craziest product development of the year. In a cult series format, they exchange their most daring employees, provide their communities with authentic insights into the companies, and ensure loads of entertainment. With great success! Over 11 million people are reached on Social Media and half of the Pico Balla chocolate is sold out after just one week! A social-first campaign that breaks boundaries, builds bridges, and fully hits the taste buds of both communities.
The Jury‘s Statement
In the highly competitive confectionery market, Elbkind Reply uses "Brand Swap" to choose collaboration over confrontation and finds a form that works in social channels. The exchange of employees makes two strong brands visible not simply as senders, but as active participants. The episodic format, the clear dramaturgy and the humorous tone create closeness without allowing staging to take precedence over authenticity. Relevance emerges here from genuine co-creation that brings together community participation and brand attitude in a well-founded way.
