Ballerina
How a slumbering cookie icon came to life as a strong brand asset in playful campaigns.
Communication Concept / Brand System / Campaign / Social Media / Packaging Design
- +32%Sales increase pre campaign vs post 2025
- +47%Unit sales vs YA, 2025
- #1Market leader in biscuit Sweden, expanded to a pan-regional brand
Ballerina is a classic Swedish cookie that, over time, had begun to lose its connection with its audience. The task was to breathe new life into a slowly declining brand, restoring relevance and preparing Ballerina to engage both existing and new consumers, and live naturally across new channels.
To do that, we first needed to reinforce its position as the ultimate solution for sweet cravings - a cookie that not only satisfies, but delights. Guided by this insight, we developed the concept “Räddaren i sötnöden” (The Lifesaver for Sweet Cravings) and created a suite of playful, versatile brand assets to bring it to life. This included the new mascot Kakan, an unforgettable sound logo, bold indulgent typography, and signature red and yellow colours - all designed to make the brand instantly recognizable across packaging, TV, social media, and TikTok campaigns. By putting these strong assets at the heart of communication, we created a system that’s not just distinctive, but also gives us the freedom to tell stories that truly delight, every day and in every interaction. After all, that’s what cookies are for.
What we did
Communication Concept - We created a 360 concept: “Räddaren i sötnöden” - The Sweet-tooth Saviour. A concept that could live across channels - from shelf and TVC to social, radio, events and influencers.
Brand System - We created a coherent set of strong brand assets that give Ballerina a distinctive, emotionally engaging identity. The playful character “Kakan” (The Biscuit) adds humor and product visibility, while a flexible sonic logo strengthens recognition across all touchpoints. Signature red and yellow colors, a bold indulgent typeface, and a generous, inviting tone of voice complete the system—together making the brand instantly recognizable, expressive, and appealing.
Packaging design
Campaign & Brand Activation - With a limited budget, we handled the production of the films ourselves, directing them with a tight, focused team to bring the concept to life.
Social Media - The campaign idea extended to social media campaigns, influencer activations, and events, all tied together by the common theme that Ballerina is a true lifesaver for sweet cravings.
Packaging design - With the iconic original flavour at the centre, we developed a packaging design and system for the full range, built around a clear ambition to dominate the shelf through a strong logo, and distinctive block colours.
