Nestle - Chocolates
Chocolover / J. Walter Thompson Brazil
Nestlé introduces the new shape of its 170g chocolate bar, which intends to change the perception of those who are passionate about chocolate, the 'Chocolovers', when savoring the brand. To provide a longer-lasting flavor, as well as the good things in life, the company created a differentiated mold for its 170g bar, carefully designed to keep that Nestlé flavor longer in the mouth.
To reveal the launch to the market, and reinforce the "Chocolovers" concept, unique characteristic of those who are true lovers of Nestlé chocolates, JWT created a campaign that shows how authentic Chocolovers live a great love story – or in this case, how they say good bye to it. The initiative also emphasizes the idea that good things should last forever, as well as the flavor of Nestlé's chocolate bar.
The film, which features the hit song "Love of My Life" by Queen, sung by a boy, shows a family moving, with boxes being transported and a truck loaded with furniture and objects. A boy, upset, watches the movement, and, by the atmosphere, we can see that he is in love with the girl who is leaving. As a way of saying farewell and also to reveal this secret, he hides a chocolate in one of the boxes.
In the end, the tagline presents the new shape to consumers, and makes reference to the campaign's creative idea: “With pieces that fit gently in the mouth. The flavor you will remember forever”.