"Sure sex is cool... but have you tried real Rrraw Darrrk chocolate?"
Rrraw ChocolateIndustry
Shopping & Retail
In Business
Since 2019
Employees
1 - 5
Customer
2022 - 2023
Location
South Africa
The Brief - Crafting a Sustainable and Delicious Future for Rrraw Chocolate
When it comes to chocolate, many consumers are becoming more aware of the negative impact that conventional cocoa farming can have on the environment and on the farmers who produce it. This is why chocolate makers like Rrraw Chocolate are taking a stand by using only sustainable and ethically sourced ingredients in their products.
By prioritising sustainability and ethical sourcing, Rrraw Chocolate is not only meeting the demands of today's socially conscious consumers, but they are also helping to make a positive impact on the planet and on the lives of the people involved in their supply chain.
Our job was to bring this all to life in the form of a new communications strategy and creative platform for social media designed to find buyers who care about the purpose behind Rrraw and boldly position the brand as a highly desirable choice of chocolate... even more so than sex!
The Challenge: Capturing attention in a competitive market
Launching a new chocolate brand in a highly competitive market can be a challenging task, especially when consumers have many established options to choose from. Rrraw Chocolate faced this challenge when they launched their brand as a newly established craft chocolatier.
To overcome this challenge, Inversion helped Rrraw Chocolate differentiate itself in the market by emphasising their unique taste and commitment to sustainability.
To set Rrraw Chocolate apart from its competitors, we wanted to create a cohesive message that would resonate with their target audience and differentiate them from their competitors.
To achieve this, we developed a multi-pronged approach that focused on capturing the attention and taste buds of existing dark chocolate lovers, luring them away from established brands.
We also wanted to entice chocoholics, foodies, and vegans to try Rrraw by emphasising their unique taste and commitment to sustainability and ethical sourcing.
By developing a clear and focused message, we were able to build a strong brand identity for Rrraw Chocolate and generate interest and demand for their products.
Tasting Rrraw is like tasting real chocolate for the very first time.
To further support Rrraw Chocolate's communication plan, we created a series of social media content and advert videos that were designed to create desire in the viewers. We wanted to evoke a sense of indulgence and pleasure in our audience, making them crave the unique taste of Rrraw Chocolate.
To achieve this, we used bold and alluring copy that associated the experience of tasting Rrraw Chocolate with the pleasure of sex. Our creative assets were designed to be visually striking, featuring images and videos that showcased the richness and decadence of the chocolate.