HONG KONG – 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.
“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 designs stand out in a humorous way in a space where all products usually look the same.”
The label change is supported by press ads, posters, and point-of-sales materials all over Hong Kong, where the product is sold.
