Owning Indulgence
Direct / PR / SocialYour standard media kit is a gift bag full of goodies, but Lindt wanted to make a more meaningful PR splash for the release of their new Caramel Squares. These luscious chocolate bites filled with gooey caramel are an anticipated indulgence for treating yourself right every day, but what’s the angle on indulgence that hasn’t been said a thousand times before?
The Surprising Yet Inevitable
Lindt can own indulgence by letting you own it.
The great insight was a huge departure from typical messaging on treating yourself right - that true indulgence should never be shared. So we developed a hiding spot for your stash of chocolate that only you know about. These hollowed out books filled to the brim with Caramel Squares served as a perfect cover for a cheeky chocolate getaway with no interruptions, no matter when you feel the urge.
Execution
Each one was designed as an innocuous self-help book with a knowing wink to what’s inside. Our Lindt Caramel Squares media kits were sent out to media and influencers alike, with competitions for the public to win kits running on social media.
Media Coverage
The response was immediate with over 150 media stories and over 750,000 impressions on social media platforms, driving Caramel Squares to a successful launch.
“With Lindt’s signature chocolate encasing a heart of caramel, each Square is wrapped for the ultimate self-indulgence.”
— Retail World
“The combination of luxurious milk chocolate with a velvety caramel filling creates the perfect bite of decadence.”
— The Au Review
“The new Lindt Caramel squares instantly upped my afternoon snack game 🍫”
— @gabreal.hungry
