Pierre Marcolini Event
PIERRE MARCOLINI, January 2019, "PIERRE MARCOLINI EVENT BEAN TO HOME" campaign - Hakuhodo Gravity team was in charge of planning and copywriting. In the high-end chocolate industry, where sales are concentrated during the Valentine's Day sales season, the challenge was how to improve sales outside of this season by attracting the young female target people. We held a brand experience event to embody the brand concept of "Bean to Home" with an aim of generating buzz among digital media. On the first floor of the event venue, five types of giant cube-shaped couverture (a prototype of chocolate based on the concept) were shown an compared, and Pierre Marcolini opened a special event-exclusive restaurant based on that couverture. On the second floor, the main chef, sommelier, and patissier of the up-and-coming restaurant Kabi collaborated to create three types of limited original sweets based on couverture for sale. The event itself was a great success in that it resulted in gaining a large share of voice in the digital market.
