Findus relaunches collectible Carletti in Sofficini packs

After the success of the 2025 edition, Findus returns with five new collectible Carletti inside Sofficini packs.

With the new consumer promotion “The forces of nature”, the flamboyant chameleon returns to the packs of the iconic half-moons with a gooey centre, with 6,5 million collectables immediately available inside the packs: four new Carletti inspired by water, air, earth and fire, and a special character dedicated to the power of love, which changes colour when immersed in hot water.

Following the 2025 edition

The promotion, running until 30 October 2026, when purchasing a product from the Sofficini range bearing an indication of the free gift in the pack design itself, is being relaunched following the success of the 2025 edition dedicated to Carletto’s journeys around the world. The initiative was positively received by consumers and was accompanied, during the campaign period, by growth in the range of 4,5% in value and 3,7% in volume.

The comment

“For over twenty years, Carletto has managed to enter Italian homes with the same immediacy with which Sofficini have become part of their habits. He is an iconic, recognisable character, capable of creating a bond that goes beyond advertising: for many Millennials, who grew up with Sofficini adverts, he is now a familiar face, while for today’s children he is a character to discover. The positive response to last year’s initiative encouraged us to bring him back to the packs in 2026, with a new collectable to find, swap and share. Carletto thus returns to the table, turning mealtime into a small ritual of surprise and sharing for adults and children. It is precisely this ability to unite memories and different generations that continues to make him so relevant,” declares Alessandro Solazzi, cluster marketing director Southern Europe Findus.

A journey spanning 50 years

The new campaign thus continues a journey that began in 2025, the year of the celebrations for the fiftieth anniversary of Sofficini: over half a century, the legendary half-moons with a gooey centre have become a family brand, entering the collective imagination and eating habits of generations of Italians. In five decades, around 2 billion pieces have left the historic plant in Cisterna di Latina, the beating heart of Findus production—a line so long it could circle the Earth six times—and even today the product is found in the homes of 4,5 million Italian families.

The new communications plan

To support the new consumer promotion “The forces of nature”, Findus has developed an integrated communications plan involving TV, CTV, cinema, social media and digital, as well as dedicated activations in points of sale throughout Italy. The advert is on air from 18 to 31 October, with a dedicated end tag for the initiative.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.