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Measure of Pleasure

Beyond Dark Chocolate Drops

Issue 28 | September 2013

Background

Newcomer brand Beyond Dark wanted a bigger bite of the UK’s dark chocolate market. The strategy was to try to make their little drops famous for ‘pleasure’.

While many brands try to ‘own’ emotions, few manage to do so believably. The challenge was to be both newsworthy and plausible, on a tight budget.

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