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  • SUB CATEGORY :
    PACKAGING DESIGN
  • COMPANY ENTERING :
    CHEIL, HONG KONG
  • ENTRY TITLE :
    VERY CHOCOLATE
  • BRAND :
    VERY CHOCOLATE
  • ADVERTISER :
    VERY CHOCOLATE
  • AGENCY :
    CHEIL, HONG KONG
  • EXECUTIVE CREATIVE DIRECTOR :
    PAUL CHAN
  • CREATIVE DIRECTOR :
    PETER ENGELBRECHT
  • COPYWRITER :
    PETER ENGELBRECHT/PAUL CHAN/SIMON HANDFORD
  • ART DIRECTOR :
    IVAN AU/TOBY HONG/SANDY CHAN/NOAH HO/JOE HARRIS
  • BACKGROUND OVERVIEW :
    BRIEF: 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. INSIGHT: HIGH QUALITY REAL CHOCOLATE IS WIDELY CONSIDERED TO HAVE A RANGE OF MEDICINAL AND THERAPEUTIC BENEFITS. IDEA: 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. RESULTS: THE NEW PACKAGING 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.