The Challenge

Hotel Chocolat. is a high quality chocolate brand targeted to the middle and upper class consumer that doesn’t mind spending a bit more for a better chocolate experience. The challenge with these mock Instagram posts is to stand out in a crowded space to entice Valentine’s Day shoppers to buy quality chocolate from Hotel Chocolat. as a gift for a loved one.

Spec Ad.

The Strategy

As with my copy for Simple Retro, I didn’t delve very far into the specifics of the chocolate products. You can only describe so much about the flavor and quality of the chocolate before it’s not longer meaningful to the reader. Instead, I opted to evoke opulent imagery to position the unique nature of the products while speaking to the reader in clear, everyday language.