The Dark Gallery is Singapore’s homegrown chocolate boutique-café launched in Malaysia in late March 2017.
It is also the first boutique-café concept outlet in Malaysia that offers delectable, premium and artisanal dark chocolate desserts that appeal to “chocophiles” and Malaysians alike.
Apart from its offerings, The Dark Gallery also promotes the art behind their making.
Since dark chocolate is generally not preferred among Malaysians, penetrating the market with a new product in the competitive Food & Beverages industry in Malaysia represents a significant risk.
Pat-Lin Communications was tasked to introduce and educate Malaysian media and consumers about the brand.
A one-to-one PR tactic via sit-down restaurant reviews was conducted to officially launch the boutique-café concept in Malaysia.
A total of 20 reviews were conducted in the span of two months involving various titles from dailies, magazines, online portals as well as bloggers and social media influencers.
To stand out in reviews and media coverage, Pat-Lin Communications emphasized on educating the members of the media with its Unique Selling Propositions.
The review sessions also encouraged Malaysians to appreciate distinct flavours between several different single origin chocolates and chocolate blends from exotic Africa, South America and Africa through their delectable offerings.