Advanced Search

Can you give me some information about a recent advertising campaign?

GOING FOR GOLD:

In September, The Day Chocolate Company repackaged & relaunched Divine "heavenly milk chocolate with a heart" in a beautiful gold wrapper and a 100g bar size, priced at 99p.

This marked the beginning of the roll-out of a Divine range of 100g block chocolate bars which started with the launch of Darkly Divine 100g (70% cocoa content) launched earlier in 2002.

Divine 100g now shines out in the confectionery aisle as the only delicious Fairtrade chocolate bar that directly benefits the farmers in Ghana, a country that is as famous for its gold as it is for its high quality cocoa.

It is available in 100g and 45g and the chocolate is the same smooth milk chocolate consumers have grown to love. Gold has always been associated with quality and Divine is made with the finest Ghanaian cocoa grown by Kuapa Kokoo farmers. Their slogan "Pa pa paa" which means "the best of the best" is what The Day Chocolate Company will continue to offer to UK consumers.

The Day Chocolate Company supported the re-launch with:

• 2-page feature in The Mirror
• National Poetry Competition 'Divine Celebrations' in partnership with Christian Aid. This has become an annual event (see the most recent winners).
• Page feature in BBC Good Food Show magazine
• Sampling and Promo launch at The Good Food Show at Birmingham NEC November 2002
• Divine Gold celebrity launch event to key lifestyle and food press contacts at The Sanderson with desert & Divinitini cocktail partnership
• Divine Gold promotions with Elle Magazine, Marie Claire & Cosmo mag
• Adverts in Ergo, The Big Issue, The Good Shopping Guide and trade press

Index | Previous Question | Next Question