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?