Anatomy of a Campaign
Art is tied intrinsically to the artist, so it only stood to reason that the “X” Side of Sweet campaign should capture all sides of Jordan while strategically fitting into the seasonal ebb and flow of foodie, special occasion and holiday buying targets. We designed the campaign as a snapshot look at the chocolatier and his art form and selected the pieces that would best tell his story and capture the imagination of the target market.
Wild Side of Sweet
Featuring honey from Jordan’s own hives, Honey Ganache from the Native Missouri Collection is both a local tribute and a demonstration of Jordan’s dedication to chocolate as an art form. The bold flavor had to be central to this piece to pique consumer interest—the association with the wild resonates toward that purpose.
Adventurous Side of Sweet
Creativity, fun, and finesse in a shareable package, Crunch from the Snackables Collection is an adventurous medley of bean-to-bar dark chocolate, resoundingly crisp feuilletine, and unexpected tropical flavor—hence the challenge to be bold and try something adventurous.
Seductive Side of Sweet
Hal from the Demispheres Collection is a gleaming ruby dome painted using a technique the chocolatier mastered in France under his mentor. Visually striking, this piece is gem-toned luxury with a sensual raspberry center—an easy association with seduction, and an abundantly fitting piece to carry Q1 with Valentine’s sales.
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