Ferrero dominates the little-known category of Semi-Freddi, or “chilled” bars in the Czech Republic, but they wanted to do a promotion to create some additional awareness for their line of “chilled” snacks. Without the pressure of increasing sales, we were able to offer them something more.Instead of creating simple awareness, we wanted to create affection.

“Chladek” comes from the local Czech word for “Cold Place” and is also slang for “being cool” and the Chladek design reflects both the literal and figurative. We didn’t want to create a cartoon. We wanted to create a shape that kept its core charm, but can be made into a character of the customers choosing.This was to deliver on the core promise of our Semi-Freddi category proposition. There is something special in every fridge.

Based on past successful promotions for Ferrero in the Czech Republic, we had optimistically estimated 15,000 would be redeemed during the promotion.Current projections have us at 30,000. And growing. Chladek has become an instantly recognizable icon.What was supposed to be a temporary promotional giveaway is now a permanent part of Kinder’s product offering. It will be sold retail and promoted every year for the foreseeable future.