Beyond Dark: Measure of pleasure

This case study describes the launch in the UK of Beyond Dark, a new dark chocolate brand, which targeted women with an emotional claim.

Beyond Dark: Measure of Pleasure

OgilvyOne London

Entry Information

Country where program ran: United KingdomProgram start date: 12/01/12Program end date: 05/31/13Advertiser/Client Name: Beyond DarkProduct/Service Description: Beyond Dark. A new dark chocolate brand, now available in three flavours, classic, orange and raspberry. 35g bags of dark chocolate drops that are made slowly and gently for an exceptionally smooth consistency and taste experience. Naturally high in antioxidants.Category: Consumer Products (CP)

Strategy

Business problem

Newcomer brand Beyond Dark wanted a bigger bite of the UK's dark chocolate market. But they were trying...

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