VERY CHOCOLATE

Short List
TitleVERY CHOCOLATE
BrandVERY CHOCOLATE
Product / ServiceVERY CHOCOLATE
CategoryE01. Food
EntrantCHEIL HONG KONG, HONG KONG
Idea Creation CHEIL HONG KONG, HONG KONG
Production CHEIL HONG KONG, HONG KONG

Credits

Name Company Position
Peter Engelbrecht Cheil HK Copywriter
Paul Chan Cheil HK Executive Creative Director
Ivan Au Cheil HK Art Director
Toby Hong Cheil HK Art Director
Peter Engelbrecht Cheil HK Creative Director
Paul Chan Cheil HK Copywriter
Simon Handford Cheil HK Copywriter
Sandy Chan Cheil HK Art Director
Noah Ho Cheil HK Art Director
Joe Harris Cheil HK Art Director

The Campaign

Since everyone knows about the magical placebo effects of real chocolate, we repositioned the brand as: THE PERFECT CURE FOR ALMOST ANYTHING. From relieving headaches and PMS to every ailment in between, a simple change of label reminded people what real chocolate can actually do.

Creative Execution

Our new packaging design 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.

Indication of how successful the outcome was in the market

The new packaging design 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.

We gave people more reasons to enjoy Very Chocolate. Since our product is made with 85% cacao, our new packaging made our chocolate synonymous with something that always makes you feel better.