After years of decline, Toms Guld Barre reclaimed its place among the top three chocolate bars in Denmark with a fresh, new packaging design conveying the iconic brand’s heritage.
Toms Guld Barre became a symbol of quality Danish chocolate after its launch in 1932, but by the beginning of the 21st century the brand’s golden days were over. International competitors, evolving consumer needs and product modifications had undermined the brand’s position in the market. Struggling to shine, something needed to be done to regain the brand’s former glory.
Toms Gruppen relaunched the chocolate tablet in 2022 and Everland created new packaging for the entire product range. Inspired by early editions of the bar with its iconic shape and gold pack, the new packaging design expresses quality and modernity while getting back to the heart of Guld Barre’s heritage.
Brand consideration increased 48% in the launch phase of the packaging between August and December 2022, 11% of which was amongst new consumers. With a design which feels familiar yet fresh, 13% more 20-29 year-old ‘light users’ now see Guld Barre as easily recognisable and its efficient design system helps consumers find their favourite flavour while amplifying taste appeal.
The brand’s value grew 119% in the four months after launch and market penetration increased 68.8%. And after a full year in the market, the golden bar had regained lost territory with 1.7% market share growth for Guld Barre 45g.
