#Moving <set color="#ffff00">from Missed to Mmmore...</set>
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Reigniting Sweden’s beloved chocolate brand, turning a decade of decline into delicious growth with a refreshed identity and a whole lot more. 

Marabou

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#### In brief 
Embedded in Swedish culture since its launch in 1916, Marabou is a Swedish icon and part of the national sweet tooth. But faced with declining market share and rising cocoa prices, the brand had lost its spark. Consumers were sleepwalking past its sea of yellow, and the promise of “more Mmm…” had become a whisper.
 
In a world that can feel dark and cold, especially during a long Swedish winter, we all need a bit more brightness in our lives.
 
It was our job to crank up the wattage. We worked with Marabou, in partnership with INGO Sweden, to reignite the brand by positioning it as a beacon of warmth, a little chunk of lightness to lift away the grey: a ray of sunshine to bring back a smile.

#### What we did
Everything Marabou touches turns to more, bringing more Mmm… to people’s everyday.
 
We crafted the famous Marabou ‘M’ to become the icon for the brand. It’s an ‘M’ that’s full of character, morphing and grooving across the portfolio and brand world as its takes on different flavours and moods. Alongside the ‘M’, we crafted a suite of assets that infuse personality into every touchpoint and occasion.
 
The result? A joyous, rambunctious yellow playground that pulls consumers back in. More taste, more choice, more deliciousness, more dynamic, more impactful, more playful, more smiles, just… more Marabou.
 
And most importantly, more sales. We not only stopped the market share slide but achieved a 1.2 percentage point increase in less than a year. Small chocolate bar sales jumped 8%, generating an extra $7.4M, and total sales growth more than doubled the overall chocolate category's growth (+7% vs. +3%)
 
This wasn't just a redesign; it was a resurrection, bringing back Marabou's warm light, spreading joy across Sweden and the Nordics.

> “From the outset, Design Bridge and Partners showed a deep understanding for how culturally rooted the brand is in the hearts and minds of Swedish consumers, enabling the DBP team to nail the new Marabou design very early in the process. The Marabou M is a new icon for the whole of Sweden. An element from Marabou’s beloved logo, now amplified to highlight the unique tastes and experiences in the range, it ensures we are continuing to create moments of Marabou happiness wherever it is seen.”
>
> *— Helena Arver, Senior Brand Manager, Marabou*

MEU Mondelez Marketing Awards   
*Gold — Design Excellence*

Embedded in Swedish culture since its launch in 1916, Marabou is a national icon that had grown to become part of the country’s sweet tooth. More than a century later, Marabou had become so familiar to Swedes, the brand had started to fade. We worked with Marabou, in partnership with INGO Sweden, to reignite the brand to bring more happiness to the cold, dark, long nights of Swedish daily life. Positioning it as a little chunk of lightness and warmth to lift away the grey: a beacon of sunshine to bring back a smile.

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percentage point increase in less than a year

1.2%

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small chocolate bar sales

+$7.4m

in overall chocolate category growth

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Design Bridge and Partners Amsterdam reignites a Swedish icon to bring more happiness to daily life.

Design Bridge and Partners | Marabou

Superunion and Design Bridge come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge and Superunion come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

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Marabou

Moving from Missed to Mmmore...