- Digital Communication
- Social Marketing
In 2015, PENNY inadvertently caused a national crisis: “The beginning of the end for Christmas and Christianity in Germany”. The so-called Zipfelmann, a religion-neutral chocolate treat from the Douceur brand, was going to stand next to the beloved chocolate Santa Claus that PENNY has every year. Only through the courageous postings of concerned PENNY customers and the nationwide coverage on television, blogs, and newspapers could this catastrophe be uncovered. In the end, we all know there are always two sides to every story … and Christmas is doing just fine.
The story of the “Zipfelmann”
In order to fully understand what exactly happened, we need to take a trip back in time. It all began in 2013 when PENNY first placed their “Zipfelmann” on the shelves of the 2,150+ supermarkets throughout Germany.