ABOUT

Launched in 1997, Celebrations disrupted the confectionery category and quickly became an enduring Christmas staple in millions of homes ­– forcing rival chocolate brands to quickly follow suit. Latterly, Celebrations struggled to remain relevant in a category chock-full of more focused offerings. Celebrations was being overshadowed by its constituent brands, it wasn’t abundantly clear what the brand stood for, and it was considered a Christmas-only purchase.

We were tasked with repositioning Celebrations in customers’ minds as the confectionery brand to celebrate your special moments all year round and invite a younger-tech savvy audience to the party.