Chocolate can be wonderful. Really.
But with all the decades of chocolate marketing, how do you attempt to rise above the noise? Only options: Add to the noise, or rise above it. There was no option, so I packed my parachute, got on my goggles and prepared myself for some serious brand elevation.
That was the question we asked ourselves (“how do you attempt to rise above the noise?”) when we created the Legacy Chocolates rebrand. Part of it was figuring out (since I am an insatiable chocolate sponge with a bottomless pit for consumption) how we could achieve that kind of brand distinction. This part of the rebrand was in the form of posters, as you’ll see below.
So I worked closely with one of our photographers and got really intimate with our specimens of chocolate. I don’t know what these truffles were experiencing but I felt vulnerable.
Why no one had previously exposed this side of chocolate before, I have no idea. But that’s part of branding: To consistently ask, “Why? and then, “Why not?”
OK. Enough foreplay…
here’s the stuff
We’re Not Done Yet
As if that wasn’t enough, this super-closeup photography was so successful, it inspired a decadent and ultra-indulgent chocolate sauce we named “Potion #9.” There’s a lot to that story, but suffice to say, we drooled when taking these photos for this campaign as well.
Did I share this to torture you?
No. I shared it with you to remind you of this: NEVER assume that something has not been done before “for some good reason” that you’re unaware of. Bogus!
If you can’t think of a “good reason” (one that honestly makes sense), challenge it. Who knows? Maybe everyone was so busy being too close to it — never far enough away from it — to have that moment of necessary insight to see something everyone else missed, something that changes the game.
Above all things, be rebellious. Albert Einstien said it best when he stated, “We cannot solve our problems with the same thinking we used when we created them.”
And with that said, strive for greatness, whether you’re branding chocolate or something maybe not as sexy. (And be sure to have plenty of truffles around, just in case.)