Some things, like Hatchimals and Sesame Street, are strictly for the young folks.
Other things, however, appeal only to grownups. Take, for example, the Fifty Shades of Grey series and the dark chocolates made by Splendid.
Over the past several years, the Montreal company and its creative agency in Israel, BBR Saatchi & Saatchi, have created ads based on a very simple insight—that kids don’t like dark chocolate. Can’t stand the stuff!
A new campaign for Valentine’s Day applies the concept to romantic relationships, which are also not a favorite topic for kids.
However one feels about the work itself, the pure naiveté of these kids wins us over. It’s been a successful approach for the brand, which is probably best known for this 2015 spot focusing on the contorted facial features of children as they taste that uniquely bitter dark-chocolate flavor for the first—and, based on their reactions, last—time. Splendid’s parent company, Strauss Group, even admits it “has been tormenting kids for a few years now.”
“The way our brand sees things,” the brand says, “some things can only be appreciated when you grow up and that probably includes the whole boys and girls, love and romance thing.”
Agreed. But who hates kisses more—gross boys or cats?
Client: Strauss Group
Product: Dark Chocolate
Agency: BBR Saatchi & Saatchi
CEO: Yossi Lubaton
Executive Creative Director: Jonathan Lang
VP Creative Director: Idan Regev
Creative Director: Yaron Perel
Art Director: Noa Navot
Copywriter: Eddi Gartsman
Digital Creative Director: Idan Kligerman
VP Production: Dorit Gvili
Production: Maya Palmon
VP Client Services: Ben Muskal
Supervisor: Lee Bryn
Account Executive: Naor Azubel
Strategic Planning Supervisor: Lora Goichman
Creative Coordinator: Eva Hasson
Social Media: Aviv Melamed
Traffic: Ronit Doanis
Director: Roy Raz
Marketing Manager Chocolate Category: Talya Babai
Brand Manager chocolate category: Idit Maor
Marketing Director: Tal Ben-Porat
CEO: Eyal Dror