Experience the World’s First Desire-Detecting Chocolate

Finnish chocolate brand Karl Fazer has found a sweet escape that satisfies customers’ cravings with a groundbreaking machine that combines cutting-edge AI technology and the irresistible allure of chocolate. How does it work? Just lock eyes with the Desire-a-Bar to trigger an unforgettable and mouthwatering experience – with a hint of awkwardness too.

Desire-a-Bar

FAZER-SUKLAAHIMOKONE_close-up | World Branding Forum — Image source Karl FazerSEK

Known for its reserved nature, Finns now face-to-face with their intense desires at the Desire-a-Bar pop-up installation. Located at the heart of Helsinki, the Kamppi Shopping Centre’s Desire-a-Bar is a towering 3-meter chocolate bar that utilizes artificial intelligence technology to detect and reward those who dare to embrace their desires.

The rules are simple: stand in front of the gigantic chocolate bar and let your desire shine through your gaze for a couple of minutes. It might feel like an eternity to the reserved Finns, but those brave enough to hold their desire-filled, chocolate-thirsty stare are rewarded with a real chocolate bar. In addition, a few lucky participants will also win the ultimate prize, a year’s supply of chocolate, courtesy of the special golden bars.

suklaahimokone-up-scaled | World Branding Forum — Image source Karl FazerSEK

According to the brand, this campaign aimed to highlight that Karl Fazer chocolate remains the most irresistible craving. Life is too short to postpone indulgence, Karl Fazer’s Senior Marketing Manager, Niklas Lindroos, explains:

“We wanted to remind people that chocolate is more than just a treat – it’s a moment of joy, a stress reliever, and a source of pure indulgence. The Desire-a-Bar is asking Finns to break out of their comfort zones and let their love for Karl Fazer chocolate show. By sparking a range of emotions through this fun experience, we aim to build deeper, lasting connections with Finnish consumers that endure well beyond the moment.”

Behind the Scenes of the Desire-a-Bar

image-9 | World Branding Forum — Image source Karl FazerSEK

The Desire-a-Bar’s magic lies in its innovative use of AI technology. Anna Huttunen and Matilda Mäkinen, the creatives behind the project, explained that, “The AI system is trained to analyse facial expressions and detect the emotions associated with desire – from longing gazes to subtle smiles. It’s like the chocolate bar knows exactly how much you want it and rewards you for being honest with your feelings. It’s a playful way to connect with people on an emotional level.”