Launching a new chocolate experience
We’ve been working with the team at Thorntons on a new range of gourmet chocolate bars, part of a wider project involving lots of branding work to enhance the entire Thorntons experience – from advertising, to store, to chocolate bar.
The aim is to introduce Thorntons to a whole new audience, by placing the emphasis firmly on their unparalleled expertise in chocolate and the talent of their in-house chocolatiers.
Unsurprisingly, our copywriters were excited at the prospect of using language to communicate the personality of this new, premium range, structuring the message hierarchy, and writing the pack copy too. The bars are made with cocoa beans carefully selected from all around the globe, giving chocolate aficionados the opportunity to weigh up the delights of single origin bars from Belgium, Mexico and Tanzania amongst other places. Each bar has its own tale to tell, with flavour notes specific to its region.
This is just the latest of our copywriting projects for Thorntons. Last year, we worked on pack copy for the relaunch of their famous Continental range – one of a number of projects that attributed to an increase in pre-tax profits of 19.6%, up to £8.5million.
The new gourmet collection is a real step-change for the much-loved brand. We’re sure it will connect Thorntons with a new group of consumers, and lead to even bigger success for in the future. Look out for the range in store now.
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