Chocolate’s second coming
Design: The Collaborators
Prodigy chocolate is a wolf in sheep’s clothing. Impossibly good chocolate made with a fraction of the sugar of regular bars but all the taste. A healthier chocolate that could sit alongside the Mars and Twix bars and debunk their world. We had to create a ‘countline’ brand with the soul of an independent. A David with the face of a Goliath.
I worked closely with our planners and design team to build the positioning, story, personality, and tone from scratch. First stop - naming. ‘Prodigy’ fitted perfectly with our magician/maverick brand archetype and looked at home amongst the other big names in confectionery.
The brand story and prophecy created excitement in the design team, helping to inspire the look and feel of the brand. I developed a complete tone of voice and key messaging ideas to be used on all platforms across the brand.
The roots we built for this brand provided a rich territory for comms. Advertising ideas and a social media campaign flowed effortlessly and built a young following, excited by our hype.
Prodigy won listings in major retailers such as WHSmith’s, starting a natural revolution. Now that the main name has been established, more products are being launched, with the aim for Prodigy to become the next Cadbury or Nestle.
