IGNITE THE SENSES by UM for Lindt

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IGNITE THE SENSES

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Industry Chocolate
Media Promo & PR, Case study
Market Australia
Agency UM
Released June 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: LINDT
Product/Service: CHOCOLATE
Date of First Appearance: Jun 14 2009 12:00AM
Entrant Company: UM, Sydney, AUSTRALIA
Account Manager: Kimberly Arnold
Media Buyer: Wei-Ling Ng
Media Buyer: Ara Ko
Media Executive: Lauren Baldacchino
Media placement: Event - Various Locations - 27/08/2009
Media placement: Magazines - National Magazines - 14/06/2009

Results and Effectiveness
Widely popular, the first event sold out on Day 1, prompting Lindt to add a third (not a surprise after 870,000 foodies read about the sensory experience in the magazines). The wait-list was almost double the limit.

Creative Execution
Special tasting events allowed gourmets to gain knowledge of the fine art of chocolate tasting. The cream of foodie media were approached and pitched to - giving Lindt access to ideal audiences, and the magazines an opportunity for co-hosting endorsement. All came on board. In various forms by title, a Lindt Excellence replica block was mounted on magazine advertising pages, unveiling an invitation to the special Lindt events. The cards revealed how all five senses are key to appreciating premium chocolate. Further endorsement was delivered as the connoisseurs’ evening was hosted by Lindt’s very own Master Chocolatier. Limited access to the events advocated exclusivity, yet information on the invitation page amplified the message well beyond those that could attend. Detailing the sensory experience, nearly a million foodies could read about seeing, touching, listening, smelling and tasting to enhance the luxuriously fine chocolate.

Insights, Strategy & the Idea
Lindt strives to create THE world’s finest chocolates. To date, Swiss heritage and finest quality ingredients are communicated in advertising and packaging for Lindt’s dark chocolate range, “Excellence”. However, two elements were affecting the quality message: 1. When Excellence is devoured like ‘common’ chocolate, it simply isn’t fully appreciated. 2. New competitors were claiming premium: the competitive set was growing. We needed to transform chocolate-scoffing Aussies into connoisseurs to increase our chances of success. Scoffing no more: instead fine appreciation - much like wine or caviar. However chocolate expertise is far deeper and discerning than words can convey. Born was the idea of Lindt Chocolate Appreciation Nights. ‘Enliven your senses’ when tasting chocolate the Lindt way - setting the gourmet bar higher (a much desired result in critical foodie circles). Entering the haven of foodie magazines, we led the call-out for a shared night of new food mastery.