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The Chocolate Box - The Foundry

OUR TASK: To carve out a unique position in the highly congested Melbourne chocolate market for this re-born brand. We created an ‘ideaology’ around the emotions that chocolate creates. Chocolate makes you feel good. When you feel good you look at life more positively. So our campaign became a movement that invites people to ‘be choctomistic’.

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Be Chocotomistic

The ‘Be Choctomistic’ mantra has been successful in tying the positive emotions and connotations associated with eating chocolate to the vivacious, wittily humorous and heartening brand of The Chocolate Box. These press advertisements best illustrate our technique in practice.

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