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A Sweet Remedy for Broken Hearts

Chocolate Ads for Dating-Site Returnees

Published on .

For a more in-depth look at this Idea of the Week and for other examples of media, marketing and business innovations, visit Ad Age and Cream's inspiration site.

There are two ways to deal with a broken heart: rebound dating and chocolate. So when Israeli food giant Tnuva was launching a new chocolate dessert on a tiny budget, it decided to target only the recently single. How? It signed a deal with a popular dating site and only showed ads to those returning to their accounts after an absence of several days. The premise was that people who logged into their profiles after some time away had presumably been dating, but the relationship had subsequently ended.

The rebound daters received a personalized message inviting them to seek solace in a free sample of Tnuva's chocolate dessert.

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The team behind CMDglobal.com has launched Cream, The Innovation Exchange. Cream indexes and analyzes the world's media, marketing and business innovations. Combining a library of more than 2,500 case studies with insight and analytical tools, Cream provides inspiration and helps you discover what's next in the world of communications.

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