Chess is very cool right now, no doubt helped along by Covid lockdown’s creating the need to fill a lot of very long hours. European sign-ups to chess.com have increased 72% from October to November.
Mondelēz International’s lolly brand, Halls, has joined in on the fervour with limited-edition packaging in which each piece is printed with an iconic chess opening, such as the King’s Gambit or Vienna Game.
“Lately, the whole world has been talking about chess, a game that demands a lot of concentration. And Halls – the brand that invites the world to breathe deeply in order to focus – has something to say about it, in an unexpected way with a limited-edition product,” commented André Toledo, executive creative director at David Madrid.
The David Madrid campaign is part of a new positioning, Breathe For It, which invites people to take a deep breath and focus on their everyday challenges. And since chess demands total concentration, especially at the beginning of the game, the brand that stands for focus decided to help new chess fans find theirs.
The campaign launched in Greece on February 4 and will roll out across Europe starting Friday in Russia and Ukraine, presented for now just for influencers and pro players while consumers will have the chance to get a pack via social media.
“In chess, focus is key, and we believe that Halls can play an important role by helping people to take a deep breath before playing and help them focus. So, we decided to launch the Checkmate limited-edition, inviting this new generation of chess players to start their games with Halls,” stated Ciara O’Connor, marketing director at Mondelēz International.
Credits:
Agency: DAVID Madrid
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Executive Creative Directors: Saulo Rocha 7 André Toledo
Creative Director: Fred Bosch
Copywriter: Guilherme Pinheiro
Art Director: Pedro Sattin
Group Account Director: María García Herranz
Account Manager: Irene León
Account Executive: Lucía Urbieta
Strategy Manager: Patricia Urgoiti
Strategic Planner: Miguel Sánchez
Head of Production: Alejandro Falduti
Client: Halls EMEA
Marketing Director: Ciara O’Connor
Intense Refreshment Equity and Innovation Lead: Despina Gianniotis
Senior Brand Manager: Mariana Lucila Bianchi
