The secret of the Black Magic box



I was given a box of Black Magic chocolates today.  On the back of the chocolate descriptions is a bit of blurb about the first boxes of Black Magic that were unwrapped in 1933 after an extensive consumer survey.

Apparently, this survey was ‘one of the very first examples of mass market research that asked 7,000 consumers about their particular chocolate preferences’ and why they loved Black Magic.

The research resulted in the ‘letters’ campaign that lasted well into the 1950s.  The campaign showed ‘beautifully dressed women reading or writing letters telling of their romantic encounters over a box of Black Magic’.

I like this!  Not only do I like ‘writing’ (copywriter and web content writer) for a living, but I also like ‘writing’ letters.

Does anyone else write letters anymore?


So this is not scientific at all. But in a couple of hours there have been more than 2000 replies and overwhelmingly they say @RoryStewartUK won the #C4Debate https://t.co/BBXQeKSp5w

What a cosy night in Dolly the Caddy Camper @bridgevilla campsite on the riverside @wallingford...friendly visitors and glorious riverside trees 🌲 🦆#treehugging #trees #vanlife #campervan #vwcamper

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.@RoryStewartUK again absolutely kills the others by actually sounding as though he is fallible. Whether it is sincere or a performance it is working. @sajidjavid also sounds human by talking about getting things wrong as a dad #c4debate

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