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    The print campaign encouraged women to indulge in something a little bit dark – alluding to both the chocolate and their secret fantasies. The st… Read More
    The print campaign encouraged women to indulge in something a little bit dark – alluding to both the chocolate and their secret fantasies. The style was chosen because it was suitably surreal, sophisticated and arresting. Read Less
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The print campaign encouraged women to indulge in something a little bit dark alluding to both the chocolate and their secret fantasies. The style was chosen because it was suitably surreal, sophisticated and arresting. All three ads ran as a campaign on consecutive pages in a variety of South African womens glossies. This launched the deliciously dark idea and successfully positioned Cadbury Bournville in a more premium space.