Red Delight Chocolates
Concept and Strategy | Color & Type | Ticket | Social Media | Posters | Brand Swag
Getting Caught Red Handed delved itself into the idea of it isn’t shameful to be caught eating Red Delight chocolates.
Behind the Red Door focused on the broader public not knowing about the wonderful chocolate Red Delight has in its portfolio.
Copywriter : Jeremy Anderson
Caught Red Handed
In a world obsessively focused on weight loss, diets and food rules, food guilt is an all-too-common occurrence. The quest to perfectly follow the rules not only continually leads us down a path of eating foods we hate but also sends us in the opposite direction of discovering the pleasures we truly seek. With its significantly reduced calories and no added sugar RED chocolate takes away all the guilt and leaves lovers of dark chocolate happy to get caught RED handed with a sweet indulgence they can savor.
Social
Our teams approach to the look and feel was highly inspired by early 1900s film noir aesthetic. The suggestive and seduction of Red Delight Chocolates but it’s okay to give in and get caught Red Handed for 100% pleasure
Video concept
Story board of a future video for Red Delight getting caught. Our team was inspired by the intro sequences of the film noir greatest hits.
Behind The Red Door
Our team aimed to set up a secret rendezvous where pleasure seekers can come to live out their wildest fantasies about eating what they want without the guilt. We created an elegant, invitation only event where pleasure seekers are invited to a decadently decorated in RED secret speakeasy that lets them experience a range of edible options created using RED Chocolate that are both delicious AND guilt free. The idea is that RED chocolate lets you live the life you really want without all the guilt.
Social
Our approach to this social was cinematic inspired by the extravagant Coca-Cola TV advertisements. Lots of dynamic motion.
Video concept
Story board of a future video for Red Delight going through the “Red Door” when you open a Red Delight chocolate bar to our team it felt like you were opening a door into a chocolate wonderland. This feeling inspired our art direction of the Red Delight cinematic universe. Full ad would be thirty seconds long but it can be separated into shorter forms for other applications.
Nontraditional advertisements
Another path we took was turning Red Delight chocolates into a special club that only those with the secret tickets could get in and enjoy. These are essentially a stylised coupon.
