Dubai Bar Campaign for ChoViva

The "Dubai Bar" was an exclusive one-off product by ChoViva, with only 50 bars ever made. It wasn’t for sale—it was designed to spark curiosity and enter ChoViva into the global chocolate conversation, riding the wave of the Dubai Chocolate trend.

The Challenge

ChoViva needed a way to:

• Capitalize on the buzz around Dubai Chocolate.
• Introduce the brand to new audiences in a way that felt bold and relevant.
• Create viral engagement for a product no one could buy.

Our Approach

BRNDLB was brought on board to help MOIA navigate this transformation. We delivered a comprehensive overhaul of their brand and business strategy to align with their new vision and objectives.

1. Platform-First Strategy

TikTok was the obvious choice for reaching younger, trend-focused audiences. We adopted the platform’s visual language and fast-paced aesthetic to create a campaign that felt native, relatable, and sharable.

2. Tagline and Concept

The tagline, "Great Taste Can't Be Bought," was an ironic twist on Dubai’s reputation for opulence and excess. It poked fun at the idea that luxury doesn’t always equal good taste, while reinforcing ChoViva’s identity as a brand focused on quality and sustainability over flash.

3. Content Creation

We developed a series of TikTok videos and social posts that:

• Highlighted the exclusivity of the Dubai Bar.
• Played humorously with Dubai stereotypes (luxury cars, gold, excess).
• Invited audiences to participate in a raffle for the product, emphasizing its exclusivity: "so exclusive, it cannot be bought."

The videos followed TikTok trends, incorporating humor, irony, and visually captivating moments designed for maximum shareability.

4. Rapid Execution

The campaign concept, scripts for six videos, and two social posts were turned around in less than three days. The entire campaign—from concept to delivery—was completed in 1.5 weeks.

Outcome

The Dubai Bar campaign achieved remarkable results:

• Audience Engagement: The videos gained significant traction on TikTok, with high levels of shares and comments. Audiences loved the ironic, playful tone.
• Brand Awareness: ChoViva successfully entered the chocolate conversation, with many users expressing curiosity about the brand and its mission.
• Client Satisfaction: The campaign exceeded expectations, delivering creative, high-quality content in record time.

Reflections

The Dubai Bar campaign demonstrated how a limited-edition product could generate outsized buzz through a focused, platform-native strategy. By blending humor, exclusivity, and cultural commentary, we positioned ChoViva as a bold and innovative player in the chocolate market.