Ghirardelli and SpongeBob SquarePants Make a Sweet Duo
When it comes to perfect pairings, few things go together quite like chocolate and caramel — except maybe SpongeBob SquarePants and Patrick Star. So when Ghirardelli Chocolate Company and their creative agency MullenLowe set out to launch a new campaign celebrating iconic duos for their latest chocolate and caramel squares, there really was only one choice. The lasagna-loving duo of Bikini Bottom (minus the lasagna) felt like the perfect fit for a campaign all about chemistry, friendship, and fun.
THE BACKGROUND
Having worked with both MullenLowe and the Rights Holders before, Born Licensing was brought on early in the process to assess the feasibility of using a SpongeBob SquarePants clip featuring the iconic pair. With years of experience in clip licensing and a strong relationship with the team at Paramount, we knew exactly who to call to get things moving.
Once we had the green light to explore the idea, we got to work.
During the research and development phase, we presented the creative concept to the Rights Holders to ensure they were comfortable with how the footage would be used. From there, we handled negotiations, agreed on terms and costs, and made sure the project stayed on schedule — something that’s always crucial when managing licensed content for advertising. Our goal, as always, was to make the process as seamless as possible for both sides, so the creative team could focus on what they do best: making a great ad.
THE APPROVAL PROCESS
When it came time for approvals, we managed the process from start to finish, submitting scripts, storyboards, and edits for Paramount’s review. Every stage of creative development was handled with care to ensure SpongeBob and Patrick were portrayed authentically and in line with the studio’s standards. Working closely with the MullenLowe team, we were able to meet tight deadlines and deliver everything on time — without compromising on quality or accuracy.
THE LAUNCH
The finished spot, a 30-second ad celebrating “iconic pairs,” launched across the US at the end of October, running on TV, digital, and PR channels. The SpongeBob SquarePants clip fit perfectly within the campaign, adding warmth, humour, and an instant dose of nostalgia. The end result was simple, charming, and undeniably sweet — a campaign that proved once again that when the right creative meets the right IP, it’s a match made in marketing heaven.
READ MORE ABOUT OUR WORK WITH GHIRARDELLI AND SPONGEBOB SQUAREPANTS.
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