Location: Truman Brewery, London
Services Delivered: Experiential Production, Brand Activation, Installation
If Carlsberg Did Chocolate Bars
Experiential Chocolate Stunt
Scene2’s Solution
Design & Production
Created as the ultimate Easter stunt, Scene2 delivered a fully functioning chocolate-themed experiential activation designed to surprise and delight consumers while generating maximum social engagement.
The concept centred around a giant chocolate bar structure installed within a 48-sheet poster site. Hidden within the oversized chocolate bar was a fully operational bar experience, creating an unexpected and highly shareable destination for members of the public.
Workshop Production
Measuring approximately 6 metres by 3 metres, the structure was designed and constructed to resemble a giant chocolate bar from the outside while concealing an immersive hospitality experience within.
Working in collaboration with a specialist chocolatier, the interior was covered in almost half a tonne of premium Belgian chocolate, transforming the environment into a unique sensory experience. Scenic construction, specialist finishing and experiential production techniques were combined to create a one-of-a-kind activation that delivered visual impact both inside and out.
Every detail was designed to reinforce the playful concept and encourage visitor interaction, photography and social sharing.
Installation & Delivery
Scene2 managed the installation and delivery of the activation, transforming a traditional advertising location into a fully immersive brand experience.
Visitors entering the “Chocolate Bar” were invited to collect a chocolate glass and pour themselves a drink while exploring the chocolate-lined interior. The experience created a memorable moment for consumers and generated extensive social media content throughout the campaign.
Project Overview
Designed as a one-day-only Easter activation, The Chocolate Bar transformed a conventional advertising site into an immersive experiential destination that combined theatre, hospitality and social engagement.
At the centre of the campaign was a giant chocolate bar structure measuring six metres by three metres. Installed within a standard 48-sheet poster location, the activation concealed a fully functioning bar hidden inside the oversized prop, creating an element of surprise for visitors and passers-by alike.
To enhance the experience, Scene2 partnered with a chocolatier to line the interior with almost half a tonne of Belgian chocolate, creating a richly detailed environment that fully embraced the campaign theme. Visitors entered the structure, received a chocolate drinking vessel and enjoyed refreshments while sharing their experience across social media platforms.
The activation generated significant attention on Good Friday, creating a memorable consumer experience and producing content that continues to be shared and referenced years after the event.
Challenges We Overcame
Creating a Fully Functional Experience Within a Compact Footprint
The activation needed to accommodate a working hospitality experience while fitting within the dimensions of a standard outdoor advertising site.
Working with Unconventional Materials
The interior required the installation of large quantities of Belgian chocolate while maintaining both visual quality and practical usability throughout the event.
Maximising Social Engagement
The campaign was designed to generate organic content and public participation. Every element needed to create memorable moments that encouraged photography, sharing and conversation online.
Results
The Chocolate Bar activation successfully transformed a traditional advertising space into an immersive consumer experience that generated significant public attention and social media engagement.
The combination of a giant sculptural installation, chocolate-lined interior and interactive visitor experience created a memorable Easter campaign that resonated strongly with audiences both on-site and online.
The content generated during the activation continues to be shared and referenced, demonstrating the long-term impact of creative experiential marketing when combined with strong visual storytelling and audience participation.
FAQ
How large was the installation?
The giant chocolate bar measured approximately 6 metres by 3 metres.
What materials were used in the build?
Structural scenic materials, specialist finishes and almost half a tonne of Belgian chocolate used throughout the interior environment.
What were the biggest challenges of the project?
Creating a fully operational experience within a compact footprint while incorporating large quantities of chocolate into a public-facing activation.
What was the outcome of the installation?
A highly successful Easter campaign that generated significant social engagement, extensive content creation and lasting visibility long after the event concluded.
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