If we could stretch boundaries between program and advert, that the two became one, we knew we’d be on to a winner. So that’s exactly what we did – and it was the first time it had ever been attempted nationally: We placed the ad right after the last scenes of Germany’s most successful soap opera, before the station’s commercial bumper, and surrounded by a frame which usually includes station content. The moment the Schogetten bar is visible in the TVC, actor Jascha Rust appears, reaches out of the frame into the existing spot, and snitches a piece of Schogetten.

It may sound simple, but it was a huge development in the German TV market, bridging the gap between commercial and non-commercial. More importantly, it put Schogetten chocolate at the heart of the nation’s favorite show, and straight away earned a place in their fans hearts:

Our campaign scored +22% ad likeability measured between viewers of the soap and non-viewers.

Unaided brand awareness increased by 29% and unaided ad recall by 75%.

Most importantly, our strategy and creation had a direct effect on purchase intention (+19%) and brand sympathy (+11%)