Cannes Lions

Like A Box Of Chocolate

GREYNJ UNITED, Bangkok / THAIBEV MARKETING CO., LTD. / 2021

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Case Film

Overview

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Credits

Overview

Background

Meridian Chocolat is a new chocolate brand that takes pride in fine craftsmanship. Our goal is to launch and cut through the usual ‘chocolate talk’ among the thousands of chocolate brands worldwide, which is always about texture, taste, indulgence, happiness…

As chocolate experts, Meridian Chocolat knows everything there is to know about chocolate. Including the fact that there are specific times each day to eat chocolate to enhance the moment, as proven by science.

Idea

Since there’s a time to eat chocolate to enhance the moment, we see an opportunity to talk about something unique in the market — the 6 times per day according to science to eat chocolate. Making sure that when people think of time and chocolate, they’ll think of our brand.

Execution

Connecting time with chocolate, we design each individual package with a time stamp on the outside, and the moment captured at that specific time on the inside. To remind people to eat chocolate at the right time and moment. We decided to collaborate with director Nawapol Thamrongrattanarit, who’s well-known for capturing stories and feelings through moments. Together, we curated 72 special moments, with 6 moments available per day for 12 consecutive days. People can come to the shop at corresponding times according to the 6 available on that day, then choose their own moment to exchange with the artist moment.

Outcome

All limited moments exchanged within the first hour everyday.

Some fans lined up for 12 consecutive days to collect all 72 moments.

Exchanged moments led to 21,600 collected photos.

Resulting in millions of user-generated content on social media and over 10,000,000 organic impressions.

When people think of time + moment and chocolate now, they think of Meridian Chocolat.

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2022, THAIBEV MARKETING CO., LTD.

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