Very Chocolate - "Very Chocolate"

Cheil Hong Kong

Cheil Hong Kong Hong Kong, Hong Kong

Awards

18639

Marque: Very Chocolate
Pays: Hong Kong

Annonceur: Very Chocolate

Titre	Very Chocolate
Agence	Cheil Hong Kong
Campagne	The Perfect Cure for Almost Anything
Annonceur	Very Chocolate
Marque	Very Chocolate
Date de première diffusion/publication	2016 / 5
Secteur d'activité	Chocolat
Philosophie	Cheil Hong Kong has created a tongue-in-cheek new repositioning campaign for Very Chocolate, the real chocolate brand made with 85% cacao. As dark chocolate is widely considered to have a range of medicinal and therapeutic benefits, Cheil has repositioned Very Chocolate as ‘The Perfect Cure for Almost Anything’ - from headaches to PMS. Cheil redesigned the brand’s labelling, highlighting what real chocolate can do and renaming it after the benefits it can provide such as ‘Natural Antidepressant’, ‘Energizer’, ‘Headache Formula’, ‘PMS Relief’ and ‘Pleasure++’. In a humorous twist, the labels emulate the look and wording of medicinal and pharmaceutical products. The brand refresh aims to not only put a smile on customers’ faces, but to give the brand stand out in a competitive market. The campaign also makes the chocolate synonymous with products that make you feel better, giving people even more reasons to eat Very Chocolate.
Type de média	Etude de cas
Longueur	77 seconds
Marché	Hong Kong
Directeur de la création	Paul Chan
Directeur de création	Peter Engelbrecht
Concepteur / rédacteur	Peter Engelbrecht
Concepteur / rédacteur	Paul Chan
Concepteur / rédacteur	Simon Handford
Directeur artistique	Ivan Au
Directeur artistique	Toby Hong
Directeur artistique	Sandy Chan
Directeur artistique	Noah Ho
Directeur artistique	Joseph Harris