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Innocent is a new sugar-free chocolate with active ingredients that block carbs and fat, making it the world's first healthy chocolate. The challenge was to educate consumers about this new to-good-to-believe product and overcome the common perception of chocolate being everything but healthy.
We created the brand identity around clever and unpretentious messaging that explained the product benefits. This allowed us to brand and educate in one, making the most of a small budget.
We designed a chocolate bar and a fun "sales kit" to help local schools raise funds.
Guerilla stunt at clothing stores.
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