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Sagres chocolate beer with chocolate website

Cocoa, Couvertures and Chocolate

June 8, 2011
Xavi Vilà
Cocoa, Couvertures and Chocolate
Sagres chocolate beer with chocolate website

Sagres is Portugal’s leading beer brand. This year, Sagres brewed a new product: Sagres Preta Chocolate, a chocolate flavoured stout beer.

Without a TV campaign and very few print materials, Sagres challenged their digital agency to create an online activation for their new product. Using the website as the main promotional tool, Sagres needed to generate a lot of buzz with a new approach.

Given this challenge, the agency’s creative team believed that if Sagres made a chocolate beer, the perfect way to launch it was also to create a website made of chocolate.

This said, the first step was to find and hire the best Maître Chocolatier in Portugal. Mr. Victor Nunes, artistic director of Óbidos International Chocolate Festival, started sculpting the website live at this year’s venue. Later on, his artisan sculptor team finished it at their chocolate factory. The artists sculpted the entire website in chocolate pieces, moulding it according to the design provided by the agency.

Afterwards, at the agency’s studio, the chocolate frame and all the website components were shot in the different positions and stages.

These images became the raw materials for the website.
To invite consumers to try the new product, Sagres offered a piece of the chocolate website and a 6Pack of Sagres Preta Chocolate. Every day, during a specific hour, users can ask for a bite of the wesite.

The finished work can be seen here:

Credits to:
Agency. Grand Union Portugal
Creative Direction – Alexandre Rodrigues
Art Direction / Design / 3D – Diografic
Video Production – Manuel Garcia
Copy / Creative – Rui Costa
Flash Development – Francisco Contel Martins
Marketing Consultant – Maria Midões