Ghirardelli Chocolate Company has teamed up with two of television’s most recognizable best friends—SpongeBob SquarePants and Patrick Star—for a new campaign celebrating iconic pairings. The initiative, created with agency MullenLowe, spotlights the brand’s signature chocolate and caramel squares through a nostalgic and humorous cultural lens. For the licensing process, Born Licensing managed the approvals and collaboration with Paramount, ensuring the beloved animated duo were portrayed with authenticity and charm.
The campaign idea centers on the universal power of pairs—those combinations that feel natural, effortless, and instantly joyful. Just as chocolate complements caramel, the inseparable duo from Bikini Bottom embodies loyalty, fun, and a friendship that has resonated with audiences around the world for decades.
Born Licensing was brought into the project early to assess the viability of using iconic footage from SpongeBob SquarePants. With long-standing relationships across rights holders and extensive experience managing clip usage, the company guided each phase—from negotiations to legal terms and usage agreements—to ensure the creative vision remained intact.
Once approved, Born Licensing oversaw a detailed multi-stage review process with Paramount, submitting scripts, edits, and visual treatments to maintain character integrity. The goal, shared by all partners, was to ensure that SpongeBob and Patrick felt true to their original tone: goofy, good-hearted, and unmistakably themselves.
The final 30-second spot, released across U.S. TV, digital platforms, and PR channels at the end of October, delivers exactly that. The clip injects warmth, humor, and a touch of nostalgia, positioning Ghirardelli not just as a brand of indulgence, but as one that recognizes the emotional significance of shared moments.
As the chocolate category leans increasingly toward storytelling and emotional engagement, Ghirardelli’s new campaign demonstrates how strategic partnerships with beloved cultural icons can deepen brand resonance. After all, some things—like a perfect chocolate square or a friendship under the sea—are simply better together.
