Social media magic for the Ritter Sport Mermaid Edition
With a dash of glitter and absurdly humorous storytelling, Ritter Sport – with the help of Elbkind Reply – reached more than 4.7 million users across multiple platforms and turned the limited Mermaid Edition into a must-have for chocolate lovers.
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The scenario
Spot on for a fairytale temptation
White chocolate with the dreamy pink glow of ground blackcurrant, filled with a strawberry-yogurt cream: Ritter Sport’s limited Mermaid Edition was a lifestyle statement in a practical square shape. The goal for this highlight was to create a buzz that would whet users’ appetites even before their first bite.
The challenge: not just to reach young, trend-conscious users on TikTok, Instagram, and Facebook in a fleeting way, but to turn them into loyal fans of this - and future - limited editions. We developed a campaign that broke through the gray monotony of everyday life with a generous dose of glitter, magical storytelling, and the humor so typical of Ritter Sport.
The campaign
On the trail of the mythical mermaid
To effectively showcase the product, Elbkind Reply developed a three-phase social media campaign that gradually immersed the audience deeper and deeper into the magical world of the Mermaid Edition.
Teasing: Mystery, amazement, building anticipation
In the first phase, we deliberately kept users in the dark. Mysterious sounds, underwater-like effects, and enigmatic visuals – what’s behind all this? This helped build anticipation and excitement within the community.
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Launch: Chocolate (not just) for mermaids
At the height of everyone’s attention, we finally let their imaginations run wild with the unveiling of the limited Mermaid Edition. In humorous clips, we playfully provided “proof” that mermaids really do exist. For example: a colleague takes a bite – and instantly transforms into a mermaid himself. Absurd humor, surprising twists, and striking visuals made the product reveal a highlight for the community.
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Engagement: The community diving in
In phase three, we used playful content, short clips, and engaging formats to invite the community to celebrate the mermaid trend with us and dive deep into the magical world of white chocolate, cassis, strawberry, and yogurt flavors. Ritter Sport’s signature brand humor added a lighthearted touch and ensured high brand recognition.
The result
Social media magic
creates a real-life chocolate craze
With a clear narrative structure and bold content ideas, Elbkind Reply turned the Ritter Sport Mermaid Edition into a hot topic on social media even before it went on sale, proving that a dash of magic and platform-specific execution can achieve impressive reach: While we were able to draw more than 2.2 million TikTok users into our chocolatey-sweet, glittery world, we generated a reach of 2 million on Instagram. This success was rounded out by a strong presence on Facebook, where we reached more than 420,000 users.
Ritter Sport is associated with modern, high-quality, and innovative chocolate. Behind the brand is Alfred Ritter GmbH & Co. KG, a family-owned company founded in Stuttgart in 1912 that is now one of Germany’s best-known chocolate manufacturers. In 2018, Ritter Sport became the first major bar chocolate manufacturer to switch its cocoa supply entirely to certified cocoa, and was recognized for its commitment with the German Sustainability Award that same year.
Elbkind Reply is a digital creative agency based in Hamburg and Berlin. For Elbkind Reply, a deep understanding of people and their habits is the foundation for building a successful brand. To ensure maximum effectiveness, the international team combines in-depth expertise in GenAI, data, content, channels, media, creation, and technology. On this broad basis, Elbkind Reply establishes a fully integrated ecosystem of digital touchpoints where brand and customers come together.