Worldwide introduction of Ruby chocolate


Barry Callebaut, the world's leading manufacturer of high-quality chocolate and cocoa products, made one of the biggest discoveries within the history of chocolate. Eighty years after the discovery of white chocolate, the Swiss b2b company revealed the fourth type of chocolate.

The launch in Shanghai, China in September 2017, was presented at a private event for select group of chocolate experts and international press,

AM was responsible for the PR strategy, setting up local partners, content, planning, and execution. The news was picked up by global press within 24 hours, due to exclusive specials we set up with media.

Since 2017 AM has taken on various projects for Barry Callebaut.

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