THE BRIEF
DEMYSTIFY DARK CHOCOLATE
The series was built as a brand lift study. A controlled creative experiment to discover what kind of storytelling actually moved consumers toward dark chocolate.
Challenge: Position Excellence dark chocolate as an inviting brand. Move away from being seen as a risky buy by changing the brand’s look to be more relatable, personal, and artistic. Creating an educational series about LINDT USA's Master Chocolatier and her love for dark chocolate, clarifying its myths in an authentic way.
Director: MichaelMichaelTV
DP: Andrew David Watson
Editor: Jasper Verhorevoort
Colorist: Phil Choe
Food Stylist: Jamie Kim
Prop Stylist: Roza Kalinowska
Producer: Kieran Collings
ROLE CREATIVE DIRECTOR
THE RESULT
Educational content significantly improved brand consideration and purchase intent, especially when delivered to broad audiences rather than narrowly targeted dark-chocolate enthusiasts.
BUSINESS IMPACT:
The campaign generated Best-in-Class lifts in key brand metrics and validated educational storytelling as a powerful growth driver for the EXCELLENCE brand.
The broad-targeting strategy generated:
+4.08% lift in consideration
+8.45% lift in purchase intent
GOING GLOBAL
The look, tone, and feel of the series traveled further than anyone anticipated. Lindt subsidiaries in South Africa, Portugal, Switzerland and the UK adopted the content — integrating it into retail stores and wholesale content strategies. What started as a YouTube series became a global creative reference point.
Concept + Brand Storytelling
EPISODE 1:
Ann Czaja, Lindt Master Chocolatier, explains the differences in ingredients and taste profile between milk chocolate and dark chocolate.
EPISODE 2:
Ann Czaja, Lindt Master Chocolatier, shares what it takes to make exceptional dark chocolate, which Lindt has been doing for over 175 years.
EPISODE 3:
Ann Czaja, Lindt Master Chocolatier, describes the best way to taste premium dark chocolate to ensure it provides a smooth, rich, and flavorful tasting experience.
EPISODE 4:
Ann Czaja, Lindt Master Chocolatier, describes how to navigate cocoa percentages in dark chocolate, and where to begin.
EPISODE 5:
Ann Czaja, Lindt Master Chocolatier recommends the optimal wine pairings with our most popular dark chocolate recipes for a fun evening with friends.