Ghirardelli Chocolate Company wanted to generate awareness and interest in its Intense Dark chocolate products within its core local San Francisco market and nationally. The challenge was to drive consideration for its Intense Dark chocolate to increase sales.

The strategy was centered around the perfect opportunity for consumers to slow down and savor the dark with Ghirardelli Intense Dark chocolate, Earth Hour. The campaign encouraged consumers nationally and locally to #GoDark with Intense Dark chocolate for Earth Hour.

Nationally, through on and offline promotion, consumers were encouraged to participate at home with fun activities in the dark, such as a candlelit dinner party or game night and share their photos on social using #GoDark. Locally, we invited consumers to join us at Ghirardelli Square for a dark chocolate party in the dark.

As home to one of the country’s most iconic light displays, Ghirardelli joined the movement by turning off the lights on the Ghirardelli sign in San Francisco’s Ghirardelli Square for Earth Hour. The event included dark chocolate tastings, ‘dark’ yoga sessions with Athleta, a candlelit luminary labyrinth, and much more.