The Earworm Everyone Loved to Hate And That’s Why It Worked

Client: Ferrero Küsschen. Role: Art Direction Agency: M&C Saatchi Berlin

How does a Ferrero Küsschen taste when there’s caramel at its core? That’s the question we kept coming back to. And the answers? As unique as the people we asked – everyone had their own take. So we turned those personal, one-of-a-kind descriptions into the heart of our campaign for the launch of the new Ferrero Küsschen Caramel.

To make sure everyone knew about it, we created a sound branding that stuck in your head.
A catchy earworm that triggered you peripherally and kept you coming back for more.
We used five-second spots: in and out before you knew it, but impossible to ignore. These acted as disruptors in between ad breaks. There was no escaping them. Alongside online films, Radio Ads and TVCs, we backed it up with bold out-of-home media.

Not everyone got the humor, but that wasn’t the point. The mission was clear. Awareness at any cost.

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  • "This annoying commercial is making me start watching the movies between the ads..."

    Anonymus Hater

  • "The ad wins as soon as people talk about it. Whether the reaction is positive or negative doesn’t matter at all. That means it has reached you and fulfilled its purpose."

    Anonymus Lover

  • "They say that suppressed farts go to your head. This commercial must be one of them..."

    Anonymus Hater

  • You’re right, the annoyance factor is high, but that’s exactly why it sticks in our ears.

    Anonymus Affirmation

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