Kids try dark chocolate for the first time - Ad Analysis
AI Editor notes
Straight from the gut!!
“This is just plain smart. Instead of fighting the fact that kids hate dark chocolate, they weaponize it. It creates an 'in-club' for adults. The casting is perfect; the kids' faces are priceless and the slow-mo with the overly dramatic music is a solid comedic combination. It’s a simple, universal insight executed without a single wasted second. It defines who the product is NOT for, which in turn makes the target feel seen.”
Quick Summary
This ad brilliantly repositions dark chocolate's biggest perceived weakness—its bitter, 'acquired' taste—into its greatest strength. By showing that children dislike it, the campaign cleverly frames Splendid as a sophisticated pleasure exclusively for the mature palate, making adults feel smart for enjoying it.
Executive Summary
This Splendid commercial is a masterclass in strategic repositioning, built on a simple, universally understood human truth: our tastes evolve as we mature. The agency, BBR Saatchi & Saatchi, didn't try to convince viewers that their dark chocolate wasn't bitter; instead, they celebrated it. This confident approach turns a potential product flaw into the brand's central virtue.
The core insight is that the journey from disliking something as a child to loving it as an adult is a marker of sophistication. We see this with coffee, with wine, with spicy food, and here, with dark chocolate. The ad taps into the quiet pride adults take in their refined palates, making the act of choosing Splendid an affirmation of one's own maturity.
The execution follows a classic Setup-Turn-Payoff structure. The setup is a humorous montage of children recoiling in disgust from the chocolate's taste. The use of slow-motion and dramatic orchestral music elevates these reactions to high comedy, making them feel monumental. The 'Turn' is the brilliantly simple tagline: "When you grow up you'll get it." [16, 17] This line instantly reframes the entire preceding sequence. The kids' reactions are no longer a critique of the chocolate but proof of its complexity. The 'Payoff' confirms this by showing a poised, elegant woman savoring the chocolate with serene enjoyment. This final scene provides the aspirational image, contrasting adult pleasure with childish displeasure. The final product shot then presents the chocolate not just as a candy, but as an emblem of adulthood.
The debrief for any brand team watching this is clear: don't run from your product's challenging attributes. Instead, find the audience that values them and turn it into a badge of honor. By confidently excluding one group (children), Splendid created a much stronger sense of belonging and identity for its target audience (adults). It's a brave and highly effective strategy that builds a brand with a real point of view.
Theme Keywords
Brand Position
The chocolate for the mature, sophisticated palate.
Brand Archetype
The Sage
Creative Game Plan
We'll prove our chocolate is for sophisticated adults by showing that unsophisticated kids can't stand it.
Diagnosis: Issues & Solutions
Primary Issue: Emotional Connection
The Problem:
While the humor connects strongly, the final aspirational shot of the woman enjoying the chocolate feels slightly generic. She's elegant and poised, but her emotional state is simply 'content.' The ad builds a powerful story about taste evolution but doesn't fully close the loop on that specific feeling.
The Solution:
The final shot of the adult could have been more powerful if it contained a hint of knowing nostalgia. A subtle smile, as if she's remembering her own childhood reaction to bitter flavors, would have connected the two halves of the ad more deeply and reinforced the 'journey to maturity' theme on a more personal level.
Secondary Issue: Strategic Sense
The Problem:
The strategy of exclusion is brilliant but inherently niche. It works perfectly for establishing a premium, sophisticated brand but may limit broader market penetration by framing the product as 'difficult.'
The Solution:
This isn't a flaw in the current execution, but a consideration for the future. Once the 'sophisticated' positioning is established, subsequent campaigns could gently soften the message to welcome those on the 'cusp' of appreciating dark chocolate, without abandoning the core identity.
Additional Notes
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