The PENNY brand is positioned on openness and community – values we defend and stand up for. The german discount grocer wanted to take a stand against the current hate and intolerance. And PENNY did – by using one of their own products: Christmas 2017, we turned an iconic symbol of western culture – our traditional Chocolate Santa – into a polarizing design for love, tolerance and diversity: The PENNY Rainbow Guy. A controversial design edition that sparked a tremendous debate about tolerance in our country.

The Chocolate Santa is a traditional figure wearing red and white colors. With the Rainbow Guy we intentionally crossed a line proving we would do anything to defend our values – no matter the risks. During the Christmas time 2017, we turned our Chocolate Santa into a polarizing design representing love, tolerance and diversity: The PENNY Rainbow Guy. 200.000 Chocolate Santas were wrapped into new and quite colorful coats. The contextual meaning of the design was more than just the rainbow packaging. It was a strong sign for PENNY’s core values and proved that we would go as far as necessary to stand up for our values. At PENNY, everyone can be whoever they want to be.

The Rainbow Guy debate brought the topic of tolerance back into people's consciousness: TV, online and press reporting caused a national debate about tolerance. 40.000 interactions, more than 4.500 shares, 18.000 comments and a total reach of 1.3 million on Facebook only made “The Rainbow Guy Debate” the most successful social media campaign in the company’s history. The chocolate sales went up as well: 200.000 Rainbow Guys were sold out nationwide in three days’ time.