I heard about this piece of ingenuity a few days ago now and decided to investigate further, as the concept behing this ad simply amazed me. It was a record-breaking Easter publicity stunt that helped lift sales at the chocolate specialist Thorntons.
After a "difficult start to the year", the company unveiled a pure chocolate edible billboard in Covent Garden in the run up to Easter.
A world first, Thorntons’ creation was made of 390kg of chocolate and measured 14.5ft by 9.5ft. In a trading statement, the chocolate manufacturer and retailer reported that "the billboard was a well-worthwhile investment". It was expected to last a week, but chocolate lovers managed to eat it in three hours. Mr Davies said the recent sales increase was encouraging, but there was a "long-way to go yet".
All in all the idea behing this advert was what made it such a success. The fact that the billboard becomes interactive with the public makes it carry more weight and also more importantly makes it memorable - the key to any good advert. Also the amount of exposure that the advert has received made a huge contribution to the adverts publicity. This is all down to an inventive, creative and different way to advertising a product.
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