For International Women's Day, while many chocolate brands in Brazil were creating commemorative packaging and exclusive products, Nestlé Chocolates, the second-largest brand in market share, chose a completely different approach. Understanding that 62 percent of women believe Women's Day has become too commercialized, Nestlé launched the provocative "Don't give her a chocolate today" campaign, deliberately challenging category norms and consumer expectations. Instead of promoting chocolate purchases, the brand released an eloquent video with compelling data about gender inequality in Brazil, inviting people to think more deeply about the true meaning of the day. This counterintuitive message quickly captured attention, especially among Brazilian women aged 25-29. The campaign was distributed through a mix of digital channels including Instagram, YouTube, and out-of-home (OOH) displays. In just four days, it achieved remarkable results: 5.3 million reach, 11.3 million impressions, 3.4 million views, and 86 percent positive and neutral comments. The campaign also generated significant earned media, with USD 1.9 million in free press coverage and support from influential figures like Brazilian music icon Maria Rita. By reversing the commercial logic of Women's Day, Nestlé successfully increased brand recognition while making a meaningful statement about gender equality.
Nestlé Chocolates aimed to capitalize on International Women's Day, an important date for the chocolate category, to increase market share while differentiating itself from competitors. Rather than following industry norms of creating commemorative packaging and exclusive products, Nestlé chose to dedicate its efforts to a more meaningful approach. The goal was to capture the attention of gen Z consumers by challenging expectations associated with a chocolate brand, questioning behaviors, challenging norms, and increasing brand recognition in the process.
In Brazil, International Women's Day had traditionally been a significant commercial opportunity for chocolate brands, with many creating special packaging and products specifically for the occasion. However, research showed that 62 percent of women believed the day had become too commercialized (Opinion Box). As the second-largest brand in market share, Nestlé Chocolates saw an opportunity to differentiate itself by reversing the commercial logic of the date and addressing this sentiment.
The brand measured its campaign success by monitoring engagement on social networks, analyzing mentions related to gender equality, and comparing results with established benchmarks, including analyses of previous years' performance and competitor activities.
The primary target audience was Brazilian women, especially those in the 25-29 age group. This age group likely represents a crucial consumer segment for Nestlé Chocolates due to its purchasing power, social media engagement, and receptiveness to purpose-driven messaging that aligns with its values.
The creative strategy centered on a clear and impactful message: "Don't give her a chocolate today." This deliberately counterintuitive approach from a chocolate brand immediately captured attention and sparked curiosity. Nestlé released an eloquent video that explained the situation of women in Brazil using compelling data, speaking directly to those who might believe Brazilian society was approaching gender equality.
The media strategy utilized a mix of digital and OOH channels to reach the target audience effectively. Instagram, YouTube, and display ads formed the core of the digital strategy, complemented by OOH placements to extend reach and visibility in physical spaces. This multi-channel approach ensured the provocative message would reach the target audience across multiple touchpoints, maximizing impact and engagement.
The "Don't give her a chocolate today" campaign was executed through a well-orchestrated mix of digital and traditional media channels:
Digital Channels
Instagram and YouTube served as primary platforms for sharing the campaign video and related content. These channels were particularly effective for reaching the core target audience of Brazilian women aged 25-29, who are highly active on social media. Display ads further extended the digital reach of the campaign, ensuring visibility across relevant websites and platforms.
OOH Advertising
The campaign included 119 OOH placements, which helped bring the provocative message to public spaces, creating additional touchpoints and extending reach beyond digital audiences. These OOH placements generated approximately 3.5 million impressions.
Video Content
The centerpiece of the campaign was an eloquent video that went beyond simply stating "Don't give her a chocolate today." It provided compelling data about the status of women in Brazil and challenged viewers to think more deeply about gender equality rather than simply participating in the commercialization of International Women's Day. This content strategy transformed what could have been perceived as a purely commercial message into a meaningful social commentary.
Earned Media Strategy
While not explicitly detailed in the execution plan, the provocative nature of the campaign naturally generated significant press coverage and social media discussion. This earned media component became a crucial element of the overall media strategy, significantly extending reach beyond paid channels.
The execution was particularly notable for its courage in taking a counterintuitive stance for a chocolate brand during a key sales period. By deliberately choosing not to promote product sales on a day when competitors were heavily marketing special editions and commemorative packaging, Nestlé demonstrated conviction in its purpose-driven approach. This bold execution helped the brand stand out in a cluttered media environment and created a distinctive voice that resonated with consumers who shared similar values regarding the commercialization of Women's Day.
The "Don't give her a chocolate today" campaign delivered impressive results across multiple metrics:
Reach and Engagement
Earned Media and Influence
While specific market share results aren't provided in the submission, the campaign's substantial reach and positive sentiment suggest it successfully met the objective of increasing brand recognition. The significant earned media value (USD 1.9 million) demonstrates a strong return on investment, particularly considering the campaign did not require special product development or commemorative packaging that competitors invested in.
The high percentage of positive and neutral comments (86 percent) indicates that the potentially risky strategy of telling consumers not to purchase chocolate on a key sales date was well-received by the target audience. This suggests the message resonated with consumers who agreed with the position that Women's Day had become overly commercialized.
The campaign's success demonstrates that brands can effectively challenge category norms and still achieve business objectives. By taking a stand on an issue that mattered to its target audience — the commercialization of Women's Day and broader gender equality concerns — Nestlé was able to create meaningful differentiation in a competitive category while building goodwill with consumers who appreciated the brand's willingness to prioritize purpose over immediate sales.
