That arresting image of chocolate, swirling around a red gown worn by the gorgeously attired Syra Yousuf, is forever imprinted on everyone’s mind, after the spate of adverts on our TV screens these last two weeks.
That was Pakistan’s premium biscuit brand, Chocolatto – a premium cookie with a rich chocolate filling – announcing its special inside and reinforcing its fashionable heritage.
How did Chocolatto embed its brands’ ethos of a premium biscuit to position itself as an indulgent snack preferred by fashionistas everywhere, at any time of day?
The unique idea to cater to the highly aspirational set of the young, the stylish, the artistic and the recently energized beau monde may just be a breath of fresh air youthful Pakistan was desperate to embrace.
First came the visibility and getting in to the core of the existing fashion world. A slew of young brand ambassadors and prominent fashion faces spoke for the brand. Leading ladies, Maya Ali, Hania Amir, Hajra Yamin, and now Syra Yousuf all became a part of the lavish Chocolatto ethos.
The Bisconni brand has been an active participant in Pakistan’s leading fashion weeks, including Fashion Pakistan Week (FPW) in October 2019 and Virtual Fashion Week (VFW) as recently as September 2020. Sumptuous booths at high profile, media intense Fashion Weeks allowed very stylish sampling to a wide cross section of society.
At the Fashion Pakistan Week Winter Fest ’19 (FPWF19) Chocolatto’s presence was spearheaded by the flavor of the season film and TV star Hajra Yamin as the host.
Young, ambitious, with a vibrant laugh and a fetchingly gamin appearance, Hajra tasted the cookie, enticed her famous friends to try some more, pose for the cameras in the photo booth and answered questions from the media.
The booth comprised of a custom dessert bar alongside an eye-catching photo wall where celebrities, models, and prominent fashion faces dropped by for a click, a bite of the now in-demand cookie and bantered with Hajra for more.
That FPW collaboration sparked off the desire to be more fashionable, truer to the brand’s indulgent ethos. Shortly thereafter, propelled by the success in garnering visibility, Chocolatto was the associate sponsor for the very high-profile HUM Awards and a Presenting Sponsor for the IPPA Awards.
During the pandemic, Chocolatto was the official presenting partner for Virtual Fashion Week (VFW) in August 2020 where, in a specially set up media booth, the audience engaged in a fun rapid-fire session about all thing’s chocolate, fashion and indulgence. The brand’s connect with fashion was now undeniable.
Shehla Asghar, Brand Manager for Bisconni said, “Being one of the leading confectionery brands linked to fashion in Pakistan, our vision is to create a heritage with fashion and make the chocolate-filled cookie, Chocolatto, a real treat of indulgence for our consumer.”
Fashion’s maverick, the flamboyant Ali Xeeshan designed that sophisticated red dress for Syra Yousuf as she whirled along a polished floor with the dark inviting chocolate swirling around her and she dreamt of more indulgence.
Farooq Mannan, who is one of the eminent directors of our industry, directed the TVC that is now getting high praise for its production quality and the luxury it exudes as it highlights the true Chocolatto essence – a divine chocolate experience.
Bisconni looks ahead to excite consumers with continued chocolate indulgence and strengthen the brand’s fashion association on several platforms. More fashionable indulgence, more chocolate fantasy is coming to a store near you.
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This article is the collaboration effort of several members of Team FUCHSIA.
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