Ghirardelli Intense Dark

Consumer Activation Target
Indulgers, Escapists, Foodies

Challenge
Dark chocolate was becoming extremely popular following news of its health benefits. Ghirardelli, a leader in the category, was launching a new premium dark chocolate line and needed to set Ghirardelli apart from others entering the dark chocolate category.

Solution
The audience for dark chocolate is more specialized and upscale than milk chocolate and Ghirardelli was entering the premium segment of the category. Traditional promotional tactics were not going to resonate with this consumer. Complementing their lifestyle while providing information and education linked to consumption opportunities was called for. Our solution was to establish a “Connoisseur” position that aligned Ghirardelli Intense Dark with fine wines and foods, both for tastings and pairings. Programming included event booths at wine and culinary events in key markets where consumers were able to compare flavors and paring combinations. To engage retailers, we offered a promotional shipper display that delivered the product line, a “paring wheel” take-one and a Napa Valley sweepstakes, plus cross-merchandising from wine partners.

Results
These live events combined with in-store support drove trial levels that exceeded projections, delivering over 8 million active, involved impressions. The program is currently in its second year.