Tuesday, November 25, 2008

A love story that's not about chocolate

Check out Loveatfirstsite, a Lacta chocolate online entertainment effort from the Ogilvy Worldwide team in Athens.

The thing I like about it is there is a clearly defined role for the brand aka "Lov it, Lacta". It's not a love story about chocolate. Or about people who love chocolate. Or who are stuffing their face with chocolate while pursuing love.

It's a genuinely entertaining love story and Lacta is the architect, the entertainer, the enabler - the brand is ultimately what allows you to progress the narrative (unique codes on pack can help you unravel the trickier bits).

It feels like they've missed a trick with their Facebook effort. They could have really engaged people in the telling of serendipitous tales of love and "whatever happened to that guy I met on..." kinda stories.

Still. I like it. What about you?

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