Sweet Remedy for Broken Hearts

Agency Network: 
January 2016

Tnuva: Sweet Remedy for Broken Hearts


The Challenge: Promoting the new Tnuva Chocolate Dessert – the perfect cure for a broken heart – using a tiny media budget.
The Insight: When subscribers to online dating websites are absent for a long time, and then sign-in again – it always means they were dating someone, and then broke up.
The Solution: Subscribers to Israeli JDate, who signed-in after a minimum of 7 days absence – got a personalized banner, offering them a cure for their broken heart: a free Tnuva’s Chocolate Dessert!

Digital advertisment created by McCann, Israel for Tnuva, within the category: Confectionery, Snacks.

Advertising Agency: McCann Erickson, Tel Aviv, Israel
VP Creative: Eldad Weinberger
VP Digital Creative: Eyal Carmi
Creative Director: Ido Ben-Dor
Art Director: Mel Caspi
Copywriter: Sahar Lewenstein
Content Development & Social Media: Nir Refuah
Digital Production Direction: Max Shcherbakov, Tammy Katz Zara
Director of Web and IT Development: Niv Kantor

Comments (7)

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sirvan's picture
Activity Score 29860

Hmm. I don't know if this would feel invasive or not… if you jut had your heart broken, it might piss you off that a stupid internet banner ad noticed it.

But maybe not?


"I love some things, and don't love some other things."

silvi's picture
Activity Score 4172

I think this is a good insight. A fresh connection between people and product.

Marlus Lau's picture
Marlus Lau
Activity Score 1808

Yeah I agree. I think it's a good surprise for the subscribers, and it's proper. Even if someone has not broken up, it would like to get some free chocolate.

satrianee's picture
Activity Score 3748

It's not a good insight but a right one. It's not a secret, we've been traced over internet. But I'm with Sirvan, a broken heart can be offended to be pointed at.
But very effective way of using the largest media.

Tripioso's picture
Activity Score 470

Hmmmm, getting a free dessert makes it up. Slurp!

Life's a Trip. Enjoy the Ride!

Brain-Art's picture
Activity Score 1101


Viranica's picture
Activity Score 230

i like this one.