Nestle Black Magic

Who Opened the box

The first boxes of Black Magic were unwrapped in 1933 after an extensive consumer survey. The survey, one of the very first examples of mass market research, asked 7,000 consumers about their particular chocolate preferences with 3,000 people taste-testing Black Magic against the most expensive chocolate assortments available at that time.

In the first advertising campaigns the chocolates were depicted as the definitive token of affection, suggesting that there is no better - or more romantic - gift that a man can give his loved one. The adverts showed beautifully dressed women reading or writing letters telling of their romantic encounters over a box of Black Magic. The 'letters' campaign lasted well into the 1950s and established Black Magic as a brand known for its luxury and indulgence.

Today Black Magic is a brand that wants to be re-discovered. It has a deep understanding of its consumer's needs through extensive research, the forerunner to our brand new collection.