Green & Black’s kicks off new year with fresh look and campaign

The Green & Black’s premium chocolate brand has announced a packaging refresh across its Organic tablets range. The new visual identity, which will start appearing on shelves from February, reinforces the brand’s commitment to ethically sourced cocoa, and high quality, delicious tasting chocolate. By celebrating these core attributes of the Green & Black’s brand, the new design marks a return to its roots, with a nod to its heritage and values. Moreover, the packaging refresh for five Green & Black’s Dark bars will be registered with The Vegan Society (70 per cent Dark, 85 per cent Dark, Ginger, Maya Gold, and Hazelnut & Currant).

In keeping with its history since it became the first brand to bring the cocoa percentage to the front of consumers’ minds, Green & Black’s new look also showcases a category-first Chocolate Intensity Scale. The scale, located prominently front of pack, has been developed alongside experts in taste which brings to life each bar’s balance of tasting cues. The Intensity Scale helps guide consumers through the Green & Black’s Organic range and encourages them to discover the best bar suited to their taste preference.

“Green & Blacks’ unmistakable taste is a treat for the senses and we wanted to bring that feeling to life with the new look– it’s bold and stands out on shelf while paying homage to the heritage of our much-loved brand,” said Susanne Nowak, Brand Manager for Green & Black’s and Mondelēz International. “This year, the brand will be celebrating its 30-year anniversary; such a key milestone deserves to be marked in a Green & Black’s way – with another category first, as well as a visual brand refresh. The new packaging will be reflected through a broader marketing campaign, including Video-On-Demand, Out-Of-Home advertising, Social Media and PR. Expect to see the brand’s new equity campaign, “Wildly. Deliciously. Organic.” brought to life in a disruptive and visually sensational way.”

The packaging update follows the launch of Green & Black’s fresh, new creative platform “Wildly. Deliciously. Organic.” which celebrates the Organic range and the origin of the Green & Black’s brand. The new creative platform and Intensity Scale will roll out across a Through-the-Line marketing campaign throughout 2021.