GOAL: Get people to fall in love with no-added-sugar Red Chocolate
Red Chocolate had entered a category burdened by skepticism, as consumers associated no-added-sugar chocolate with chalky textures and compromised flavor. So we spoke to their hearts instead of their taste buds, turning a negatively-perceived attribute into the solution for something deeper… our complicated, love-hate relationship with chocolate itself. Chocolate Therapy™ positioned Red as the end of that emotional rollercoaster, and the beginning of a healthier relationship with chocolate. Through playful storytelling, cheeky humor, and the sweet support of our charming Chocolate Therapist, this campaign invites people to break up with guilt for good and rediscover the joy of their favorite treat.
