When launching new treats in the candy category, there’s a fair risk of the creative becoming very sweet, maybe even sentimental. Luckily, Malaco had different plans for their biggest launch of 2023, and they came to us for something bold, different, and fun! Based on Malaco’s extensive market research, it was clear that watching TV is one of the main candy-occasions, and even though media habits have rapidly changed, the living room TV still has the power to bring the entire family together. Playing on that insight, we helped Cloetta launch two new Malaco Flimmer Mix bags with solutions for both name, packaging, TVCs, SoMe content, POS materials and In-store activities, and a delicious box of treats and TV candy guides for the sales team.