Press Release Ghirardelli SQUARES™ Connects With Women to Enrich Their Busy Lives
The Ghirardelli Chocolate Company has just launched “Rendezvous,” a new national TV spot created by CE (Campbell Ewald), for its largest and most successful product line – Ghirardelli SQUARES™ chocolate
New TV Work Backs Consumer Research and New Product Positioning
Los Angeles, CA – The Ghirardelli Chocolate Company has just launched “Rendezvous,” a new national TV spot created by CE (Campbell Ewald), for its largest and most successful product line – Ghirardelli SQUARES™ chocolates. The spot brings to life the rendezvous between the Ghirardelli Squares chocolates and a woman’s busy life by combining the imagery of rich chocolate and luscious caramel with uniquely composed storyline lyrics and music.
“Ghirardelli Chocolate is an American-rooted company with a rich history amongst premium chocolate brands,” said Angela Zepeda, managing director at Campbell Ewald. “We set out to create a spot that conveyed the experience only a Ghirardelli SQUARES™ can offer – a special reward for all that a woman does every day.” The spot, which began running Monday, January 31, 2011, will run nationally on network TV.
In “Rendezvous,” a woman rewards herself by enjoying a Ghirardelli SQUARES™ chocolate in her home overlooking the serenity of San Francisco. The spot’s tagline, Moment of Timeless Pleasure, alludes to that well-deserved respite, taking a moment out of your day to stop, reset and keep going.
“Working with Campbell Ewald was a collaborative process that began with extensive consumer research, new product positioning and, ultimately, the creation of ‘Rendezvous’,” said Mona Maher, Vice President of Marketing at Ghirardelli Chocolate Company. “Campbell Ewald met our challenge by developing a breakthrough, unique spot with incredible appetite-appeal that stays true to the Ghirardelli brand and heritage.”
The spot was filmed by world-renowned film director Michael Bindlechner, who has directed more than 300 commercials and has been awarded a Gold Lion at the Cannes Advertising Festival for his visionary food shots.
About The Ghirardelli Chocolate Company
The Ghirardelli Chocolate Company is a manufacturer and marketer of premium chocolate products. Incorporated in 1852, Ghirardelli has an incredibly rich American history. As the country’s longest continuously operating chocolate manufacturer, Ghirardelli has established its position as America’s Premium Chocolate Company with more than 150 years of chocolate making experience. Ghirardelli’s product line includes its signature SQUARES™ chocolate, Intense Dark™ chocolate, LUXE MILK™ chocolate, and other premium chocolate confections, baking chocolate and beverages. These items are sold through select specialty stores, grocery stores, drug stores, mass merchandisers and department stores. In addition, Ghirardelli sells a line of premium chocolate, syrups and drinks for the Food Service channel. Ghirardelli currently owns and operates 16 retail stores in six states, including the original Soda Fountain & Chocolate Shop located in San Francisco’s historic Ghirardelli Square. For more information about Ghirardelli, visit www.ghirardelli.com.