Beyond Dark: Measuring pleasure

OgilvyOne London

The team

Emma De La Fosse – Executive Creative Director
Charlie Wilson – Executive Creative Director
James Nester – Creative Director
Graham Jenks – Creative Director
James Nester – Copywriter
Graham Jenks – Art Director
Nicole Yershon – Director Innovative & Solutions
Janet Berry – Producer
Blair Metcalfe – PR Director
Laura Bruce – PR Manager
Ceri Bevan – PR Director

Other contributors

Myndplay
Silver Sun Media Group

How did the campaign make a difference?

This newcomer aimed to take a bigger bite of the dark chocolate market with the first-ever scientifically accredited scale for measuring pleasure. Huge coverage and over 7,000 new Twitter followers propelled Beyond Dark to the top of UK search rankings for 'dark chocolate' and persuaded one of the UK's biggest retailers to double distribution. Sales increased by 327% in two months.

What details of the strategy make this a winning entry?