Tag: brand repositioning

Yellow Pages: Yellow Chocolate

Yellow Pages: Yellow Chocolate

A phone directory brand sells a real chocolate bar, and the public lines up to buy it. That is the core twist behind Yellow Pages New Zealand’s “Yellow Chocolate”.

When a “job to be done” becomes a product on a shelf

The premise is simple and weird enough to travel. A regular New Zealander, Josh Winger, is tasked with creating, marketing, and distributing a chocolate bar that “tastes like the colour yellow”, using only businesses he can source via Yellow Pages across print, online, and mobile.

Here, a “job to be done” means the practical outcome people need help achieving, not the channel they use to achieve it.

The campaign is described as starting with a call for entries and then turning Josh’s progress into episodic content that pulls people into the build, not just the reveal.

How it works as an integrated proof, not a stunt

The mechanism is a live product demonstration disguised as entertainment. The brand does not claim usefulness. It forces a public, time-boxed build where every dependency is a Yellow Pages lookup, and the finished output is a retail product that carries the proof story with it.

That works because a public build turns a vague claim of usefulness into a visible chain of evidence people can watch, judge, and later buy.

At Cannes Lions 2010, the work is listed as winning a Gold Lion in Media, a Silver Lion in Titanium and Integrated, and a Bronze Lion in Cyber.

In mature categories where a brand needs to prove relevance to a search-first audience, turning the proof into something people can buy and share compresses “brand promise” into observable behavior.

Why “taste like yellow” sticks

An abstract brief invites participation. People argue about what “yellow” should taste like, contribute ideas, and then follow the build to see whose intuition survives contact with manufacturing, packaging, distribution, and retail reality.

Extractable takeaway: If your product is a utility people underestimate, stage a public build where your tool is the only allowed method. Then ship a tangible artifact that carries the proof narrative into everyday life.

What Yellow Pages is really buying

This is repositioning by demonstration. The chocolate bar is a carrier for a bigger reset: Yellow Pages is not an “old book your parents used”. It is framed as a modern system that can still help anyone get a job done, end to end, under real constraints.

The real question is whether a legacy utility can make usefulness feel current again without leaning on nostalgia or category habit.

What the results are described as

Results are reported as unusually strong for something that is, technically, a piece of marketing communications. The bar sold for $2. Some supermarkets reportedly sold out on launch day, and some bars were later traded online for up to $320. The campaign is described as building an online audience of more than 80,000, including around 16,000 Facebook fans and about 800 Twitter followers.

What to steal for your next “prove it” campaign

  • Make the constraint the headline. “Only use businesses found via X” is clearer than any brand manifesto.
  • Design for contribution. Pick a problem the audience can argue about in public, then let them feed the build.
  • Ship an artifact. A real product, sample, tool, or output beats a landing page when you need belief, not awareness.
  • Carry the proof inside the thing. Packaging and POS that explain “how it was made” extends the story past the content moment.

A few fast answers before you act

What is the Yellow Pages “Yellow Chocolate” campaign?

It is an integrated campaign where Yellow Pages challenges a participant to create and launch a chocolate bar that “tastes like yellow” using only Yellow Pages listings to source everything needed. The finished bar becomes the proof artifact.

Why does a physical chocolate bar matter here?

Because it turns an abstract brand claim into observable reality. People can buy the output, and the story of how it was made becomes a portable demonstration of the directory’s usefulness.

Which Cannes Lions awards is it listed as winning?

Cannes Lions listings for 2010 show the work winning a Gold Lion in Media, a Silver Lion in Titanium and Integrated, and a Bronze Lion in Cyber.

What outcomes are reported?

Reported outcomes include rapid sell-outs in some supermarkets, bars traded online for high prices, and sizeable social followings. Some recall and usage-lift figures are also reported, but vary by secondary retellings.

What is the transferable principle?

When you need to change perception of a legacy utility, do not argue. Force a public build where your tool is the only allowed method, then ship the proof as a tangible artifact.

Volvo: There’s More to Life, in 3D

Volvo: There’s More to Life, in 3D

Volvo is pushing past the “cold Swedish marque” perception and leaning into an emotion-led brand campaign built around a disarming line: “There’s more to life than a Volvo.”

The campaign print ad sets up a string of human moments, then lands the message back on the car with a safety punchline. “There’s not running into the car ahead of you, in your XC60. That’s why you drive one.”

Germany gets a very different kind of treatment. A 3D projection in Frankfurt turns the thought into a public spectacle, produced by NuFormer in cooperation with Saatchi & Saatchi.

When the brand line needs public proof

Projection mapping, sometimes called 3D video mapping, is the practice of aligning animated light to the exact geometry of a building facade so the architecture appears to move, fold, or transform. Here, it becomes a storytelling canvas for an emotion-led repositioning. By public proof, I mean a shared, observable moment that demonstrates the brand promise in the real world.

Across European automotive brand building, public-space spectacle is often used to make an abstract shift in perception feel immediate and shared.

Why this execution fits the line

“There’s more to life than a Volvo” only works if it feels like an invitation, not a lecture. The projection format helps because it is experiential rather than declarative. It lets the audience feel the campaign instead of being told about it.

Extractable takeaway: If a repositioning line asks for emotion, design the experience so the audience lives the feeling first, then let the product proof arrive as the payoff.

It also reframes safety. Safety is still the payoff, but it arrives after life. The story says: live fully. Then rely on the car to take care of you when the unpredictable happens.

The real craft move

The real question is whether your repositioning can be experienced, not just stated.

This is branded content without pretending to be entertainment content. The execution does not hide the brand. It earns attention through novelty in public space, then uses that attention to make the line stick as a memory.

Turn a repositioning line into proof

  • Pick a line that can carry a scene, not just a tagline. If you can imagine it as an experience, you can build with it.
  • Translate the message into a physical moment, so “brand shift” becomes something people witness together.
  • Keep the emotional arc intact. Life first, product proof second. That order is the strategy.
  • Use one technical definition inside the story, so audiences and answer engines can repeat what the format is and why it matters.

A few fast answers before you act

What is projection mapping, in plain terms?

It is a technique where projectors are calibrated to a building’s shape so animated visuals appear to interact with the architecture, creating a 3D illusion.

Why use a 3D projection for a brand line?

Because it makes an intangible message tangible. A public moment gives a repositioning scale, memorability, and social proof.

How does this support Volvo’s safety story without leading with safety?

It frames safety as enabling life, not replacing it. The campaign invites emotion and spontaneity, then lands on protection as the reason the promise is credible.

What is the key risk with spectacle-led brand work?

If the spectacle is not anchored to a single, repeatable line, people remember the show and forget the meaning. The message must be retellable in one sentence.

What should be measured to judge effectiveness?

Unaided recall of the line, brand attribute shift toward “modern” and “engaging,” plus amplification signals like organic shares and press pickup tied to the execution.