Many boxed chocolates are given away as gifts.
But See’s Chocolates are made with love using Mary See’s original family recipes.
So stop giving away See’s. Or else.
Keep it in the Family.
Mockumentary Trailer
The Sacred Omertà Omeltà
Mary See’s 5 Principles
All great families have their Omertà, the code they live by. The See’s have their Omeltà.
OOH Ads
Placed around California, these ads would serve as a reminder to stop giving away See’s chocolate.
This is your last warning.
Social Posts
See’s would use Instagram to build out the fictional lore around The Family.
Digital Messaging
See’s will DM customers on Facebook who post about giving away See’s chocolates.
And email online customers who frequently select “gift” at checkout.
In Store Experience
If you ask to have your box gift-wrapped, you’ll be escorted out back by this guy….
And have your photo added to the wall of over-gifting.
Social- User Generated Content
See’s consumers react to Keeping it in the Family