Fireball

Bringing a popular penguin back to life.

Toms’ traditional Pingvin brand was losing its position as one of the Danes’ preferred candy brands. A shopper study conducted by fireball showed that consumers choose their candy based on favorite products such as Heksehyl, Chocofant, Blue Jeans – not based on brand. Therefore, a renovation of the Pingvin portfolio was initiated to sort out any product that was not considered a strong classic. The Pingvin itself got a modern makeover, and visual elements were updated to communicate a greater and more tempting taste experience.

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