Toms - Fordi Små Øjeblikke Er Guld Værd

Brief

As a result of incremental changes to the brand, some of the most important brand assets had been removed from the product - from it’s iconic shape as a gold bar that could be broken into 16 pieces, to it’s gold packaging and size. As a result, the brand was losing both market share, and relevance

Insight

Become the most iconic chocolate brand in Denmark again. Our task was to develop the portfolio and product strategy that would allow the brand to succeed in the future, and from there the brand strategy and concept to cement it in the Danish public’s hearts and minds.

Creative idea

Through deep consumer research, field studies and interviews, we identified the key brand elements and assets that made it successful in the future. The strategy was set: bring back the original shape, the original flavours and simplify the packaging to create synergy with the brands past and ambition for the future. Then we set out to launch an emotional brand platform that had the power to turn around Guld Barre.: Fordi små øjeblikke er guld værd. The platform is based on the insight that while we chase the next big goal, real life passes us by. Guld Barre is a tribute to the everyday, the small things that makes life feel big.