31 YEARS CELEBRATING THE POWER OF IDEAS
-
SELECT WINNERS YEAR
- Home
- |
- Back to LIA Main Home
Corporate Name of Client: Very Chocolate
Agency: Cheil, Hong Kong
Executive Creative Director: Paul Chan
Creative Director: Peter Engelbrecht
Copywriters: Peter Engelbrecht/Paul Chan/Simon Handford
Art Directors: Ivan Au/Toby Hong/Sandy Chan/Noah Ho/Joe Harris
BACKGROUND: Very Chocolate is unashamedly thick, rich, real chocolate—made with 85% cacao. Our mission was to help the brand stand out in an already saturated market. IDEA: High quality real chocolate is widely considered to have a range of medicinal and therapeutic benefits. Since everyone knows about these magical placebo effects, we repositioned our brand as: THE PERFECT CURE FOR ALMOST ANYTHING. From relieving headaches and PMS to every ailment in between, our new tongue-in-cheek designs reminded people what real chocolate can actually do. In a humorous twist, the designs emulated the look and wording of medicinal and pharmaceutical products. STRATEGY: We gave people more reasons to enjoy Very Chocolate. Since our product is made with 85% cacao, our new packaging made our chocolate synonymous with something that always makes you feel better. EXECUTION: Our new packaging design needed to be Instagram-worthy, fun and engaging. It not only put a smile on customer’s faces, it popped out in a humorous and creative way in a space where all products usually look the same. RESULTS: The new package design was a smashing success among consumers who found it entertaining and creative—so much so that it sold out within weeks. It was also a hit with retailers who reached out to us, offering more shelf space across Hong Kong. Best of all, what began as a limited-edition change of label has now become permanent.