Meiji – The Cacao Night
In 2016, Japan’s largest and oldest chocolate company launched a new product called “meiji THE Chocolate.” Artisanal bean-to-bar chocolate became easily accessible at convenience stores at a low price, breaking the rules of luxury chocolate market. Meiji created a strategic team to launch this product, and &Form was called on board as the art director.
The team proposed to avoid traditional use of advertising and celebrity product placement. Instead, an exclusive dinner event at a restaurant was organized, to which 29 influencers specialized in health, beauty, and food were invited to experience cacao dishes and pairings. &Form provided its expertise in party favor packaging, and designed printed matter for the event.
The event had an outreach of approximately 600,000 people via Twitter and Instagram of the attendees.
Client:
Meiji
The team proposed to avoid traditional use of advertising and celebrity product placement. Instead, an exclusive dinner event at a restaurant was organized, to which 29 influencers specialized in health, beauty, and food were invited to experience cacao dishes and pairings. &Form provided its expertise in party favor packaging, and designed printed matter for the event.
The event had an outreach of approximately 600,000 people via Twitter and Instagram of the attendees.
Client:
Meiji