The situation

XBAR had maintained a low profile within the market, despite being Jamaica’s top chocolate brand. However, it lacked the prominence and cultural recognition associated with a true “market leader.” Our objective was clear—to assist the brand in establishing and solidifying its presence in the market. Considering the brand’s primary focus on men, it was crucial to devise a strategy that effectively represented a product category traditionally associated with femininity(chocolate), while still maintaining its appeal to Jamaican men.

The solution

Consumer loyalty stems from their emotional connection with brands. With this insight in mind, we conducted thorough research and developed a creative platform that addresses the societal pressure men face to meet expectations of being a boss, leader, and in control. We positioned the product as a source of both power (energy) and empowerment (philosophy) for men, enabling them to XCEED XPECTATIONS. As XBAR shares its social media page with other Charles Chocolate brands, we recognized the need to carve out a distinct space for the product on digital. To achieve this, we leveraged influencer engagement and strategic media placements on various digital platforms. Prince Pine emerged as the ideal ambassador to convey XBAR’s new message, and within days of the video release, we garnered over 800 comments. The response was overwhelming, leading to a surge in product demand, forcing us to pause the ads as the shelves were emptied faster than they could replenish them!

JINGLE