Integrated
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.
This article is for Directory subscribers only
Login
Submit Your Work
Send us your work for the next issue of Directory using our submissions form
Share
People Also Read
- Baby Made On Board - Proximity BBDO, Brussels
Issue 12, September 2009 - Live Rescue
Issue 16, September 2010 - Meet Graham
Issue 41, December 2016 - HerShe
Issue 56, September 2020 - UGM (User Generated Mailing)
Issue 8, September 2008 - The homeless letter
Issue 11, June 2009 - The spare underwear
Issue 21, December 2011 - The Caples Awards
Issue 29, December 2013 - The Caples Awards 2014
Issue 34, March 2015 - $HRED
Issue 34, March 2015