It’s no secret that kids love chocolate, but it seems that dark chocolate is not among their first choices. In fact, they would do anything to avoid it!
BBR Saatchi & Saatchi teamed up with the Israeli Splendid brand, featuring several children on their new campaign that were about to try out a dark chocolate for the first time! Despite their initial excitement on the idea of tasting a new chocolate, they soon changed their mind, even from the first bite of it. Dark chocolate is not the sweet treat that kids usually prefer and that’s exactly what led to priceless reactions!
It only took them a few seconds to realise that they weren’t really keen on the taste of the bitter chocolate, which they didn’t hide at all! Their emotions ranged from surprise, even to disgust, while it has even been reported that a kid cried in order to make the video (and the chocolate tasting) stop! Kids are always more expressive and it was expected to watch every kind of reaction, with the (large) majority of them disliking the chocolate they tasted.
Just when you started wondering the concept of the campaign, the video ends with the phrase “When you grow up you’ll get it” and suddenly everything makes sense. Splendid and BBR Saatchi & Saatchi were not trying to convince children to turn to dark chocolate from now on, but they were rather targeting their parents, being aware that they are mainly addressing adults as their next customers. As Splendid and BBR Saatchi & Saatchi already knew that their audience is at an age that is closer than ever to kids, they decided to let the young and expressive stars to speak on their own.
By using the reverse psychology when depicting the disgust from children, they showing them that not everyone approves their taste preferences, which is actually perfectly fine. The campaign intends to make adults feel unique, treasuring their taste, while also reassuring them that their kids won’t steal their chocolate from the cupboard! This video served as an ideal reminder for them that their taste is refined, rewarding them for that!
What makes the campaign successful is the fact that it’s simple and cute, sending the right message to the right audience, while the idea to have children as the protagonists is not just clever, but also ensures the virality of the video. After all, the changing reactions on every frame are simply adorable! How did you feel after watching that video? Do you relate with the adults that love dark chocolate, or are you still not convinced to taste it?
Date: Aug 27, 2015
Agency: BBR Saatchi & Saatchi Tel Aviv
Client: Splendid Dark Chocolate