Challenge
When an environmental organization brought a California Proposition 65 (which requires the state to publish a list of chemicals known to cause cancer or birth defects) case against most major manufacturers of chocolate products we helped ensure that the announcement was a ‘one day wonder’ that gained no media traction.

Solution
Before the announcement, we prepared key documents, selected and secured third-party advocates, media-trained spokespeople and produced B-roll. We conducted extensive opinion research to test our messages and to evaluate which spokespeople would be most credible among key audiences. At the plaintiff’s press conference, we distributed our clients’ statement, subsequently providing B-roll and (to select media) a spokesperson. Plaintiff’s case was successfully characterized as a sham.

Result
There was almost no media follow up, the eventual, minimal settlement went unreported, and chocolate sales were unaffected.