Moonstruck Chocolate

A 32% increase in sales

Business Strategy

To stand out in an increasingly crowded marketplace, Moonstruck Chocolate needed a multidimensional approach to generating buzz. LANE created opportunities to showcase new concepts and products—like Moonstruck’s single-origin bars and 2010 holiday collection— as well as the talent behind them.

LANE organized a New York media tour for guided product tastings with Moonstruck’s master chocolatier. The personality behind the chocolates dazzled reporters with authoritative knowledge and charm, ultimately becoming a discovery himself as a new resource for future stories. LANE also focused on Moonstruck’s unique attributes, from whimsical designs and artful packaging to unparalleled taste and superior quality. Teaser mailers and samples piqued media interest, and tenacious pitching earned significant coverage.


Moonstruck’s single-origin bars received Dr. Oz’s seal of approval and a place among O! Magazine’s“Favorite Things” for the holidays, as well as accolades on Good Morning America, in The New York Times and in Food Network Magazine. Glamour, Cooking Light, Travel & Leisure, CNN, Urban Daddy, Tasting Table, Daily Candy and Redbook all highlighted Moonstruck products.

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