Worldwide introduction to Ruby, the fourth type of chocolate


Barry Callebaut, worldwide market leader of the cocoa and chocolate industry, made one of the biggest discoveries within the history of chocolate. Eighty years after the discovery of white chocolate. the Swiss b2b company reveals the fourth type of chocolate.

For the launch, that took place in Shanghai in 2017 for a select group of chocolate experts and international press, I was responsible for the strategy, that there was press present, managing local agencies, content, planning, and execution.

The news was picked up by international press within 24 hours, partially because prior to the launch we organised collaborations with media, interviews with leading press agencies, and facilitated interviews from a distance.

Since the start of 2017 Deluc AM has taken on various projects for Barry Callebaut.

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