The "Dark chocolate" campaign by Splendid, launched in Israel in 2015, leverages a straightforward yet effective brand proposition centered on maturation and acquired taste. The core promise suggests that true appreciation of Splendid’s dark chocolate is something to be attained over time, positioning the product as a sophisticated indulgence that “you’ll get when you grow up.” This subtle messaging aligns the brand with a sense of adult refinement and emotional growth, framing consumption as a rite of passage rather than an immediate gratification.
From a market strategy perspective, the campaign taps into the universal experience of discovering and developing tastes through childhood and adolescence. By featuring the authentic reactions of children sampling dark chocolate for the first time, the creative approach draws on genuine moments to illustrate the product’s acquired flavor profile. This angle strategically targets both younger viewers, who may be curious about growing into a mature palate, and their caregivers, who can relate to guiding children through new experiences. It also implicitly addresses potential resistance to dark chocolate due to its bitterness by normalizing this initial unfamiliarity and positioning eventual appreciation as a milestone.
The use of film as a medium and the lifestyle genre enhances relatability and emotional resonance, offering a narrative that underscores the evolving relationship between consumer and product. With over 1.5 million views on YouTube and significant engagement, the campaign effectively connects cultural nuances around taste development with a broader endorsement of Splendid’s quality within the confectionery and snack category in Israel.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign, "Kids try dark chocolate for the first time," uses the device of showing children experiencing dark chocolate—a flavor that tends to be appreciated more by adults. The key narrative is built on the contrast between the kids' reactions and the tagline: "when you grow up you'll get it." No elaborate story is present, nor is there a problem–solution structure, symbolism, or celebrity involvement. Instead, the creative revolves around profiling a type of user (adults) who can truly appreciate the product, inviting viewers to see themselves as grown-up connoisseurs. This aligns squarely with Associated User Imagery, framing Splendid chocolate as "for grown-up tastes."
1. Strauss Group – Market Positioning
Strauss Group leverages its strong heritage and broad product portfolio to position itself as a premium yet accessible confectionery and snacks provider in Israel. Emphasizing quality, innovation, and local consumer preferences, it connects with families seeking trustworthy, flavorful options while investing in health-conscious product lines to stay relevant in evolving markets.
2. Elite (a Strauss subsidiary) – Market Positioning
Elite dominates the Israeli confectionery market by blending tradition with modern tastes, focusing on high-quality chocolate products. Their strategy emphasizes nostalgia and emotional connection, while innovating to offer new textures and flavors, targeting both everyday indulgence and gifting occasions.
3. Elite HaCarmel – Market Positioning
Elite HaCarmel targets mid-range consumers by offering a broad variety of affordable chocolate and snack products. The brand balances quality with value, positioning itself as a reliable choice for daily enjoyment, often capitalizing on well-known local flavors and straightforward marketing that appeals to family households.
4. Osem (Nestlé Israel) – Market Positioning
Osem leverages its association with Nestlé’s global expertise to emphasize product innovation and quality assurance in snacks and confectionery. Focusing on convenience and taste, Osem appeals to health-conscious and busy consumers with offerings that combine local flavors and international trends, ensuring broad market appeal.
5. Candyland – Market Positioning
Candyland differentiates itself as a niche player focusing on unique and artisanal confectionery experiences. Positioning as a premium, craft-focused brand, Candyland emphasizes exotic ingredients, distinct packaging, and a boutique appeal, targeting younger consumers and gift buyers who seek quality over mass-market familiarity.
Q: What is Dark chocolate about?
A: Dark chocolate is a professional campaign launched in Israel in 2015 for the Splendid brand by Saatchi & Saatchi. The campaign centers on a film that captures children trying dark chocolate for the first time, using their genuine reactions to highlight the product’s sophisticated flavor profile. By focusing on the theme of maturation and the journey toward acquiring refined tastes, the campaign positions Splendid as a brand for those who appreciate quality and complexity. The tagline, Splendid chocolate – when you grow up you'll get it, reinforces the idea that true appreciation for dark chocolate is a rite of passage, connecting the product to personal growth and discovery.
Q: What creative device does Dark chocolate use?
A: Dark chocolate employs the FORMAT#10 ASSOCIATED USER IMAGERY creative device, as classified by Clapboard's 12-format taxonomy. This approach profiles a user type—in this case, adults who have developed a taste for dark chocolate—by showing children’s authentic reactions to the product and contrasting them with the aspirational message of the campaign. Rather than relying on narrative, symbolism, or celebrity endorsement, the film positions Splendid as a chocolate for grown-up palates, inviting viewers to see themselves as part of an exclusive group that appreciates more complex flavors. This device effectively frames the product as aspirational and sophisticated.
Q: What is the campaign proposition for Dark chocolate?
A: The campaign proposition for Dark chocolate is built around the idea that Splendid’s dark chocolate is an acquired taste, best appreciated as one matures. By presenting the product as a sophisticated indulgence that “you’ll get when you grow up,” the brand speaks to both younger viewers, who may aspire to develop a more refined palate, and adults, who recognize the journey of taste development. This strategic positioning differentiates Splendid within the confectionery and snacks category by framing consumption as a milestone of emotional and sensory growth, making the brand synonymous with quality, maturity, and the joys of personal discovery.
Q: How does Dark chocolate rank in Clapboard's archive?
A: Dark chocolate holds a Clapboard Campaign Score of 72/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within its market and category.
Q: Who are the competitors in Splendid's category?
A: In the Israeli confectionery and snacks market, Splendid competes with several key players. Strauss Group leverages its heritage and broad portfolio to position itself as a premium yet accessible choice, while Elite, a Strauss subsidiary, dominates with a blend of tradition and innovation targeting both everyday and gifting occasions. Elite HaCarmel appeals to mid-range consumers by balancing quality with affordability, and Osem (Nestlé Israel) emphasizes innovation and quality assurance to attract health-conscious, busy consumers. Candyland differentiates itself as a niche, craft-focused brand, appealing to younger consumers and gift buyers seeking artisanal experiences.
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