Cheil HK Proves Very Chocolate is ‘The Perfect Cure for Almost Anything'
Agency launches tongue-in-cheek repositioning campaign for chocolate brand
Cheil Hong Kong has created a tongue-in-cheek new repositioning campaign for Very Chocolate—the real chocolate brand made with 85% cacao.
As high quality real 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 relieving headaches and PMS to every ailment in between.
Cheil redesigned the brand’s packaging, highlighting what real chocolate can actually do and renaming it after the benefits it can provide, such as ‘Headache Formula’, ‘Natural Antidepressant’, ‘PMS Relief’, ‘Energizer’ and ‘Pleasure++’. In a humourous 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 help 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 choose Very Chocolate.
“Everyone knows about the magical placebo effects of real chocolate,” says Paul Chan, Executive Creative Director at Cheil Hong Kong. “So we redesigned the packaging to make it Instagram-worthy, fun and engaging. The cheeky label designs stand out in a humourous way in a space where all products usually look the same.”
The label change was supported by press ads, posters and point-of-sales materials all over Hong Kong, where the product is sold.
Executive Creative Director:
Peter Engelbrecht / Paul Chan / Simon Handford
Ivan Au / Toby Hong / Sandy Chan / Noah Ho / Joe Harris
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