Unwrapping a classic to create new connections.

After more than a century of success, confectioner Perguina found that the American market had lost sight of their iconic Baci brand. Seeking to reawaken that passion and re-establish category leadership, they tapped into Square Root for insights and activations to bring younger consumers into the fold. Digging into the brand’s rich heritage, we redesigned its web presence from top to bottom, including all-new product photography, and created an immersive online experience that invited visitors to send personalized, branded love notes to the objects of their affections – gaining greater top-of-mind awareness and purchase intent. Amidst a resurgence in the market for premium chocolate, our efforts even earned a feature story in The New York Times.