Like when KFC tried to sell people on the fact that fried chicken was good for you, I think this is a case of a brand stretching a little too far. The print ads in this campaign are much more impactful and believable than the website as it stays with one large simple headline. The web site makes it sound like there is a team of archaeologists on a dig somewhere in South America sifting through 2,500 years of history to “unearth the ancient originals of chocolate”. Maybe that is what has been holding up the fourth Indiana Jones movie.
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