Katjes Asks Six Countries to 'Be Sweet to Each Other' in an Antoni-Made Push for Tolerance
Katjes has launched 'Seid sweet zueinander' ('Be sweet to each other'), an antoni_jellyhouse-made campaign across six European markets, using small everyday moments of openness — not grand gestures — to promote togetherness over division.
The Campaign
Developed by antoni_jellyhouse (with executive creative directors Johanna Schmidt and Matti Lietsch), 'Seid sweet zueinander' runs across Germany, Austria, Switzerland, Denmark, the Netherlands and Sweden.
The idea centres on encounters between people who seem different reaching toward one another — deliberately avoiding a preachy tone.
It spans a 30-second hero film, seven 15-second cutdowns, out-of-home, digital, social and point-of-sale.
Purpose That Fits the Product
Katjes, a vegan candy maker, links the message to its inclusive product philosophy: enjoyment accessible regardless of dietary choices or beliefs.
That fit matters. Purpose campaigns misfire when the cause is bolted on; here 'sweetness' is both the product and the metaphor.
Global Marketing Manager Gisa Baumeister frames it as small moments: 'Often it's not grand gestures, but small moments of openness and respect that bring people closer together.'
Why the Light Touch Is Smart
Societal-values advertising is a minefield — too earnest and it reads as opportunistic. Katjes' choice to avoid preachiness is what gives it a chance to land.
A pan-European rollout signals confidence that the theme travels — kindness is a rare message that clears cultural borders.
Marketing Minute's read: the brands that pull off purpose are the ones where the value is inseparable from the product, and the tone stays human.
What Businesses Should Take Away
Only take on a social message if it genuinely fits your product's truth — 'sweetness' works for a candy brand in a way it wouldn't for most.
Avoid the lecture: warmth and everyday specificity beat grand statements.
Design for scale: build a hero film plus cutdowns so one idea flexes across markets and formats.
Quick FAQ
What is 'Seid sweet zueinander'?
A Katjes campaign by antoni_jellyhouse, launched across six European markets, promoting everyday openness and togetherness over prejudice.
Which markets does it run in?
Germany, Austria, Switzerland, Denmark, the Netherlands and Sweden.
Why does the message fit Katjes?
As a vegan candy brand, Katjes links 'sweetness' to an inclusive philosophy — enjoyment for everyone regardless of dietary choices or beliefs.
Purpose advertising usually fails for one of two reasons: the cause doesn't fit the brand, or the tone lectures. Katjes dodges both. 'Sweetness' is literally its product, and antoni's light, everyday touch keeps it human. That's how you make a values message feel earned rather than opportunistic. — Daniel Nikolla, Founder of Merx Marketing
Purpose only works when the value is inseparable from the product and the tone stays human — bolt-on causes and lectures are what audiences punish.
Should candy brands campaign on tolerance, or stick to taste? Tell us where you stand on purpose.
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Horizont, Leadersnet.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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