Beyond Dark: Measure of Pleasure

OgilvyOne London

Entry Information

Country where program ran: United Kingdom
Program start date: 12/01/12
Program end date: 05/31/13
Advertiser/Client Name: Beyond Dark
Product/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 to enter a category dominated by three established brands, all with unique selling propositions. Green & Back is Organic, Divine is Fairtrade, Lindt represents craftsmanship. Without the luxury of a big advertising budget, Beyond Dark needed to appeal to a largely female audience in a new way – a way that would help it stand out versus its big rivals.