Cannes Lions

The perfect cure for almost anything

CHEIL HONG KONG, Hong Kong / VERY CHOCOLATE / 2016

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Overview

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Credits

Overview

Description

Since everyone knows about the magical placebo effects of real chocolate, we promoted our brand as ‘The perfect cure for almost anything’. From relieving headaches and PMS to every ailment in between, our promo campaign reminded people what real chocolate can actually do.

Execution

Our campaign 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. We started with a simple change of label—which was then extended into press ads, posters and point-of-sales materials all over Hong Kong, where our product was sold.

Outcome

The promotion 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 promotion has now become permanent.

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