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Thorntons

Marketing

Thorntons, the chocolate company, launched a new product in April 2005. To celebrate, and advertise, they decided to break the Guiness World Record for the Worlds Largest Chocolate Box, by creating a box of 'Moments' to a 1:37 scale. For it to qualify, not only did the box need to be the worlds biggest, but it had to be made from cardboard and contain over a ton of real, edible chocolate.
As the box would then be touring the U.K., a more weather-proof version needed to be made, as cardboard is not renowned for withstanding British rain.

Credits: Russell Beck Studio


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