In partnership with sister agency Golin, Advantage created an experiential strategy to drive consumer engagement and generate media buzz through the design of two unique experiences deployed in three high traffic locations: Grand Central Station in New York City, The Munich Airport Center, and The Southbank in London. The multi-day events in each market included painstakingly detailed environments that immersed consumers in the premium brand while sampling raw ingredients and delicious chocolate bon bons. The multi-sensory experiences also paid homage to the rich history of Cailler and its commitment to “the art of chocolate making” through museum style graphics and engagements.
In New York City, Advantage concepted, designed and produced a replica chocolate box structure inside Grand Central Station, one of the world’s most trafficked landmarks. The premium design of the experience, engaging brand ambassadors and the allure of chocolate incentived passersby to learn more and sample the premium chocolate. As part of the London and Munich experiences, Advantage custom fabricated an airstream trailer to serve as the base of the sampling experience. The eye-catching airstream traveled between the two markets, capturing consumers in high traffic outdoor locations. Sampling didn’t just stop at consumers though. Members of the media were also invited to experience Cailler during specially curated events.