Panda Liquorice – Finland’s most delicious design

Finnish liquorice manufacturers largely compete with the same qualities: locality, heritage, and expertise built over time – as did Panda®. The challenge was set: how to differentiate in an increasingly competitive market?

Advertising Commercial and product PR

Client: Panda

Executive summary

Amidst the similar competitive factors, one distinction stood out: the shape of Panda’s liquorice, Lakukka ®. The shape, registered by the Panda, adheres to the fundamental principles of design. It is distinctive, timeless, and functional; the shape allows for just the right mouthfeel and softness. We decided to make the shape a guarantee of flavor and applied for the Design from Finland label. And so, Lakukka became the first sweets design to be awarded this label.

Insight highlights

Finnish design heritage and expertise

are sources of national pride that had not been utilized in confectionery marketing before.
Design is largely a matter of taste,

influencing both mouthfeel and the overall taste experience.
By leveraging the shape as a guarantee of taste with the Design from Finland label,

we enhanced the company’s image of quality liquorice and introduced the familiar product to Finns in a new, playful, and above all, delicious way.

A matter of form solved the question

Panda’s competitive advantage and its distinguishing factor from the rest of the market is its design. The form of Panda’s liquorice adheres to the fundamental principles of design. It is distinctive, timeless, and functional; the shape enables just the right mouthfeel and softness. The enduring charm of the product over decades also speaks to its good design. Panda’s liquorice shape, Lakukka, is registered by the company and is a familiar liquorice shape to Finns for half a century. We decided to make the shape a guarantee of flavor.

How we did it

Output

We applied for the Design from Finland label from the Association for Finnish Work. It is a well-known symbol of domesticity and quality for all Finns. Lakukka became the first-ever sweets design to receive this label. The campaign to announce Finland’s most delicious design and the label acquisition spread across various media, outdoor advertising, digital platforms, social media, and influencer channels.

“The campaign’s strong visuality and message garnered praise not only from consumers but also from other important stakeholders: retailers and key decision-makers in the trade.”