Special tasting events allowed gourmets to gain knowledge of the fine art of chocolate tasting.The cream of foodie media were approached and pitched to - giving Lindt access to ideal audiences, and the magazines an opportunity for co-hosting endorsement. All came on board.In various forms by title, a Lindt Excellence replica block was mounted on magazine advertising pages, unveiling an invitation to the special Lindt events. The cards revealed how all five senses are key to appreciating premium chocolate.

Further endorsement was delivered as the connoisseurs’ evening was hosted by Lindt’s very own Master Chocolatier. Limited access to the events advocated exclusivity, yet information on the invitation page amplified the message well beyond those that could attend. Detailing the sensory experience, nearly a million foodies could read about seeing, touching, listening, smelling and tasting to enhance the luxuriously fine chocolate.

Widely popular, the first event sold out on Day 1, prompting Lindt to add a third (not a surprise after 870,000 foodies read about the sensory experience in the magazines).The wait-list was almost double the limit.