As chocolate buying has become a routine habit over time, the biggest consumers of chocolate, women, were becoming less and less involved with the brands they were buying; a bar was bought on a whim, without any particular interest in the brand. There was a need to revive the Flake brand and bring it back to the forefront of consideration; to give women another reason to stay loyal to it. Over the last couple of years, the brand had been a bit silent with not enough communication in-store or anywhere else. The brief was to make Flake stand out in the heavily saturated chocolate category with a bit of fun and fantasy.

The campaign lived on social, as it was social by design. With the help of Anfal el Saleh, a Kuwaiti haute couture designer and social influencer, we inspired young Kuwaiti fashionistas to go to their drawing boards and envisage the dress of their dreams. Our partnership with Anfal extended into an influencer role, benefiting from her large Insta-following to give our campaign extra reach; using the #MyFlakeDress hashtag, women were asked to submit their designs on Instagram. Rolled out over September and October 2016, the culmination of our campaign came when a gorgeous, mermaid gown was selected as the winning sketch, then elegantly brought to life with Swarovski crystals and the palette of Flake colours. A professional videographer captured the whole process, every stitch and snip, with the video shared online to reach a wider cross-section of users.