Cailler Chocolate Sampling Event Marketing
WORK / GLOBAL SAMPLING

Cailler – Global Sampling

THE CHALLENGE
Cailler Chocolate is a 200 year old premium chocolate brand that was virtually unknown to the world outside of Switzerland. The Nestle brand was looking for an experiential marketing solution to support a global rollout of its products, ultimately driving consumer sampling, word of mouth and earned media.
Cailler Chocolate at Grand Central Experiential
Cailler Experiential Marketing Mobile Tour
THE IDEA
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.
Cailler – Global Sampling Experiential Footprint
Cailler Mobile Tour Museum Interior
Cailler- Global Sampling
THE RESULTS
The event experiences were successful in driving consumer engagement and media pick-up. A successful press event held at our NYC experience produced an estimated 4 million impressions. Overall, across the three events, we generated over 400,000 on-site impressions and guests sampled over 40,000 pieces of chocolate!
Cailler Chocolate Global Sampling Mobile Tour
Cailler Chocolate Chocolate Sampling
Cailler Chocolate Munich Airport Center

Overall, across the three events, we generated over 400,000 on-site impressions and guests sampled over 40,000 pieces of chocolate!

Cailler Launch Event Drawing
Cailler - Global Sampling Closeup
Cailler at Grand Central - Global Sampling