Chio Chips, an Intersnack brand in the Czech Republic, was in the process of rebranding to reach the millennial audience more effectively. To do this, the client made the strategic decision to switch their packaging and have all of their promotional efforts revolve around the color black. They felt this would evoke feelings of mystery, excitement and premium quality to the target audience. The goal was to encourage consumers to break out of their snacking routines and add excitement and mystery to their lives. The campaign centered on the theme of night, which is adventurous and serves as a time for our 15-30 year old audience to do what they love most and break free of their responsibilities. The night theme allowed Chio to be easily differentiated in the Potato Chip market, especially from Lays, their main competitor, which focuses on good, clean, daytime fun. The IMC included various touch points from social media to traditional and experiential marketing techniques.