The Art of Green & Black's

Green & Black's research showed that 20% of UK consumers believed that its range comprised solely of dark chocolate. The truth is that nearly half of its 15 variants are milk chocolate. To combat the consumer misperception, the packaging of the entire range of 15 bars was redesigned to hero a specific vibrant colour for each flavour variant. 

Taking our cue from the new vibrant packaging, we signed up the 'Godfather of British Pop Art' Sir Peter Blake to create an original art installation made from 700 real Green & Black's chocolate bars. Our campaign website – theartofgreenandblacks.com – gives consumers the chance to win Sir Peter's masterpiece. 

On the site, you can also create your own piece of art from the Green & Black's new look packaging and submit your work to an online gallery. Viewers can vote for their shortlist of the best entries before Sir Peter selects his winner who can get their own full size installation made up. Weekly prize draws keep visitors coming back to the site and voting on a regular basis while all the usual social tools allow you to distribute your art beyond the website and campaign for votes from your friends.