JOYFUL MOMENTS
MADE LIGHTER
Crispy wafer rolls, filled with tender cream
and covered in delicious chocolate.
It’s a harmonious blend of flavours that
will elevate your everyday moments.
Whether you enjoy Amicelli on your own,
share them with friends, or give them as a gift -
each Amicelli moment will bring you pure indulgence,
lightness and joy of life.
PRALINE SPECIALITIES
SHOW POSITIVE LONGTERM DEVELOPMENT
Over the past five years, the German
market for praline specialties has shown a
consistent average growth rate of +4.9%.
Despite a minimal decline in sales figures
in 2022, the category emerged stronger,
reaching a new sales high of 1.4 billion in
2023 - the highest since 2018 in Germany.
Source: Circana Handelspanel LEH >=200qm (inkl. HD) + DM, praline specialities, sales in Billion €, 2018 - 2023
SLIGHT INTERNATIONAL
UPWARD TREND
IN BOXED CHOCOLATE
The global market for boxed chocolate
(particularly in the UK) and chocolate
boxes and bags (particularly in the US)
also shows a slight upward trend since
the start of 2022, with the UK market
growing by 6.5 points and the
US market by 2.4 points.
Source: Snapshot Nielsen - Chocolate Boxes & Gifing Data Ending KW 13.01.24
Source: Circana Retail Panel
AMICELLI FOLLOWS THE
UPWARD
TREND WITH A TEMPORARY DIP
Amicelli has experienced consistent growth
in Germany, mirroring the expanding
praline specialties market.
Following the Mars acquisition, the brand
saw a remarkable 23% growth in the first
two years (2021 & 2022).
Although its sales suffer a temporary setback
in 2023, falling by around 9%, they are still
higher than in 2021 and the forecasts for
2024 are also positive.
Source: Circana Handelspanel LEH >=200qm (inkl. HD), sales in Mio €, 2018 - 2023
SEASONALITIES DEFINE
THE SALES YEAR AND SHOW A CLEAR TREND
However, an analysis of the annual
sales data within the praline specialties
market reveals distinct seasonal patterns –
with the 3rd tertial holding the highest sales significance for praline specialties.
Source: Circana Handelspanel LEH >=200qm (inkl. HD) + DM, Sales in million €, 1-3 Tertial, year 2023
Based on these findings,
TWO KEY INITIATIVES
for Amicelli are planned for the
3rd TERTIAL OF 2024.
We aim to fully SUPPORT them from
Global Marketing side, which is why
we've put together this
STARTER TOOLKIT to BOLSTER
Amicelli’s LOCAL MARKETING EFFORTS
as best as possible.
These two key initiatives are:
LAUNCH
OF A NEW LIMITED EDITION
&
FACELIFT
OF THE PACKAGING
EXTENSION OF THE
FLAVOUR VARIETIES
INTRODUCING OUR LIMITED EDITION 2024
MILK CREME
NEW LIMITED
EDITION
MILK CREAM
GREAT MARKET RESEARCH
RESULTS IN GERMANY
Source: Circana [Praline]; [LEH Total > 200qm + DM]; [Year 2022 vs. 2021]; sales growth in %, Independent market
research institute N=600; April 2022, Top 2 Box, Germany
Source: Amicelli Sortentest Limited Edition, Germany April 2022, Core traget group: Young Women up to 39 years (n=300)
LAUNCH
OF A NEW LIMITED EDITION
&
FACELIFT
OF THE PACKAGING
OPTIMIZATION
OF THE
PACKAGING
DESIGN
FROM CW34, 2024
2022 - 2024
NEW PACKAGING
FACELIFT
VERY GOOD AND PROMISING
MARKET RESEARCH
RESULTS FOR GERMANY
Source: OPINION, Design Test Amicelli Germany & UAE, July/August 2023, Germany: 70% women/ 30% men
in the age of 18-69 years, Results for Amicelli users n=102 and applying for Top Two Box
NEW PACKAGING
FACELIFT
ALSO GOOD AND POSITIVE
MARKET RESEARCH
RESULTS FOR MEA
Source: OPINION, Design Test Amicelli Germany & UAE, July/August 2023, UAE: 70% women/ 30% men
in the age of 20-59 years. Results for Amicelli users n=162 and applying for Top Two Box
OUR COMPLETE
RANGE IN THE
NEW DESIGN
QUALITY PACKAGING DESIGN &
DESIGN ELEMENTS
BUT IT’S NOT JUST THE OUTSIDE
PACKAGING, WHICH IS
IMPRESSIVE,
THE INSIDE IS TOO!
THE PERFECT TRIAD OF
WAFER, CREME AND
CHOCOLATE
OUR
PRODUCT USP
The Amicelli wafer roll is a harmonious combination of a crispy wafer (24%) filled with a tender cream (hazelnut, cocoa or milk – 45%),
covered in 100% certified chocolate with sustainably sourced cocoa (31%),
making it unique, crispy and tasty.
CONSUMER
INSIGHT
In my everyday life, I spontaneously seize moments that I
consciously enjoy either by myself or together with my friends.
In such moments, I seek lightness, relaxation, and a little indulgence,
which I can consciously control myself.
BENEFIT
Amicelli offers moments full of indulgence, joy of life and lightness.
REASONS TO
BELIEVE
Amicelli are wafer rolls with a perfectly balanced trio of crispy wafer,
tender cream and delicious chocolate coating, creating an enjoyable
and harmonious moment that is light and easy.
Each roll is individually wrapped in a unique packaging with an
elegant and simple design, so you can decide for yourself how
many wafer rolls you want to enjoy.
PRODUCT
PROMISE
Triad: crispy wafer roll filled with a tender cream
(hazelnut, cocoa, milk) and covered in delicious chocolate.
Let's get to
OUR CONCEPT
AMICELLI IS THE PERFECT LITTLE TREAT FOR
IN-BETWEEN TIMES IN EVERYDAY LIFE.
WHETHER IN COMPANY OR FOR YOURSELF, AMICELLI BRINGS EVERY MOMENT
JOY OF LIFE AND A LITTLE LIGHNTESS, WHENEVER YOU FEEL LIKE IT.
THE CRISPY WAFER ROLL, THE TENDER CREAM
AND THE DELICIOUS CHOCOLATE COATING MAKE IT
A PLEASURABLE AND HARMONIOUS COMBINATION
THAT IS NOT TOO HEAVY.
COMUNICATION
FOCUS
MAIN MESSAGE
which can be communicated
in this way or as inspiration
throughout the campaign.
JOYFUL MOMENTS MADE LIGHTER
BASE
which needs to be
there for the campaign
to be successful.
TASTE / MOMENTS OF INDULGENCE
SUB-TOPICS
which can be prioritized
and focused on according
to local needs.
ENJOYMENT / JOY OF LIFE
LIGHT MOMENTS
FLAVOURS
ACTIVATION CLAIM
AMICELLI WAFER ROLLS
JOYFUL MOMENTS MADE LIGHTER
KEY ELEMENTS
SINGLE FLAVOUR
KEY VISUAL
RANGE
KEY VISUAL
HEADLINES
VISUALS
MOVING ASSET
COLOURS
STOPPER CLOUD
CALL TO ACTIONS
Get started with
OUR RAW ASSTES
Get started and
LOCALIZE IT
1
USE OUR CLAIM, HEADLINES AND CONCEPT AS A RECOMMENDATION
2
TAKE ALL
THE ASSETS
3
FIGURE OUT HOW TO BEST LOCALIZE THE ASSETS
4
BOOST AMICELLI IN YOUR COUNTRY
[Sticky Row Identifier]