SUMMARY
The “Hey!! ChocoPie đi!” project was designed to refresh and expand the ChocoPie brand by reintroducing it as a playful, multi-format dessert universe rather than a single, familiar cake product.
By exploring new dessert-inspired expressions such as ice cream, chilled drinks, and frozen treats, the campaign strengthened ChocoPie’s relevance in modern snacking culture and encouraged consumers to rediscover the brand in new, exciting ways.
The project helped reposition ChocoPie as a fun, flexible treat that fits a variety of moments—from casual indulgence to shared social experiences.
INSPIRATION
The creative inspiration came from the vibrant world of everyday desserts and the spontaneous joy of choosing treats with friends.
Visual elements were drawn from pop culture, amusement parks, and colorful dessert counters, translating energy, movement, and fun into bold color gradients and swirling patterns.
Each variant was imagined as a different “taste adventure,” using bright hues and dynamic compositions to evoke freshness, excitement, and curiosity—emotions that strongly resonate with Gen Z and young millennial consumers seeking playful, Instagram-friendly experiences.
COMPLETION
The project was brought to life through a cohesive visual system that allowed multiple product concepts to coexist under one strong campaign identity.
Each ChocoPie format was assigned a distinctive color world and dessert cue while maintaining clear brand assets such as logo placement, typography, and recognizable product form. This ensured consistency across packaging, communication materials, and digital assets, while still giving each variant its own personality.
The final execution balanced creativity with clarity, enabling easy consumer understanding and strong on-shelf and on-screen visibility.
HIGHLIGHT
The campaign successfully extended ChocoPie’s usage occasions and strengthened its emotional connection with younger consumers by transforming the brand into a versatile dessert icon.
Bold visuals and imaginative formats delivered strong stopping power and helped differentiate ChocoPie from conventional snack competitors and gain sales significantly in the summer season.
Beyond short-term excitement, the project opened new strategic opportunities for innovation, cross-category thinking, and future product development, reinforcing ChocoPie’s image as a brand that evolves with consumer lifestyles while staying fun, familiar, and approachable.
