Objective: Aware of consumers' newfound appreciation of high-end chocolate as an item worthy of specialized tasting parties, chocolatier Green & Black's is looking to connect with "tastemakers" with sensitive palates. "As the category for premium dark chocolates has become more crowded, we wanted to establish the brand's taste credentials," said Cohn & Wolfe SVP Barbara Cohen.
Idea: The firm is focusing efforts on the November 4 end of Daylight Savings Time. A Web site, appreciatethedarkness.com, will launch November 3. Consumers can log on for a 12-hour period to get free samples of two varieties of Green & Black bars, along with materials explaining how to conduct a chocolate tasting.
Tools: C&W is pursuing extensive national media outreach - not only print titles, but also TV programs which are anxious for news pegs to go along with coverage of the time change. "A lot of them are talking about the change of clocks, and some [want] another item to add to that," Cohen says. C&W also bookended the primary Web promotion with two other elements: A November 1 chocolate tasting for editors, conducted by Green & Black's "chocolate sommelier," and, for New York's Chocolate Week November 5-9, the company is teaming with eight area restaurants to give away free "flights of chocolate" to customers - essentially do-it-yourself at-home tasting kits. Some of the restaurants' chefs will also prepare desserts with the company's chocolate.
Measurement: Primary forms of measurement will include Web site-traffic figures, free chocolate samples shipped, media impressions, samples given out at the restaurants, and consumer names collected as a result of the promotions, said Cohen.
Company: Green & Black's Chocolate
Campaign: Appreciate the Darkness
PR team: Cohn & Wolfe
Other marketing: None yet
Launch: November 3
Budget: Approximately $150,000