CHALLENGE. Choco Boy is loved by young children and their parents, but research has revealed an important behavioral characteristic of children aged 10–14: when they gain independent shopping experience, they begin to avoid products deemed "too childish." Previous emotional connections no longer work—teenagers need their own space.

The brand needed to:
– update its communications to maintain a connection to childhood while also appealing to an older audience;
– give the character a new story world;
– support the launch of a new flavor;
– create a special edition that would integrate into a sports context.

SOLUTION. We continued to visualize worlds that enhance Choco Boy's adventurous spirit and allow the character to exist in more dynamic, rich contexts. The new flavor, featuring a caramel hat, transports the hero to "Planet Caramel"—a vibrant, imaginative universe where color, texture, and storytelling act as a metaphor for flavor.

The same principle underlies the football design. Football, as an important cultural symbol for children and teenagers, became one way to broaden the brand's appeal. We transported the characters into the energetic atmosphere of football, integrating them into the news.