Anthon Berg invited Essencius to generate awareness and engage people with a sweet tooth, including the media, to the launch of their new ‘Chocolate Sticks’. It was also important to make sure that the chocolate brand was tied inseparably with the romantic holiday, Valentine’s Day.
Based on the assumption that Danes are romantic and wish to stick together with their chosen one for better or for worse, we launched several activations throughout Copenhagen. We placed custommade Anthon Berg benches, that could bring people closer together. Via Instagram, the couples on the benches shared pictures of kisses exchanged, the chocolate sticks, and the experience they shared on the benches (#sticktogether). On Valentine’s Day, a video of the happy couples from the event was spread on social media. This generated awareness, boosted the launch of the Chocolate Sticks, and linked Valentine’s Day firmly together with Anthon Berg.
The Valentine video went viral. More than 89.000 watched the cute couples kissing and taking pictures of themselves on the pink benches. More than 60 percent of the viewers watched the entire video. On Facebook, the ‘Stick together’-message reached 650.000 people, and the number of followers on Anthon Berg’s Instagram rose by 190 percent. The romantic event got publicity in magazines, web media, regional radio, on leading blogs, and in more than 50 national and Copenhagen-focused medias.