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Halls: Checkmate, 2
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DAVID Madrid and Halls had released this 'Checkmate' campaign, a limited-edition packaging each printed with iconic chess openings, like the King’s Gambit, Vienna Game, among others. As chess becomes a global phenomenon (European sign-ups to chess.com have increased 72% from October to November), the iconic Mondelēz International candy brand developed new positioning for Halls: “Breathe for it.” It’s all about inviting people to take a deep breath and focus on their everyday challenges. And since chess demands total concentration, especially at the beginning of the game, the brand that stands for focus decided to help further new chess fans on this journey. Launched today in Greece, the new packaging will roll out across Europe starting Friday in Russia and Ukraine, and - for now - will be presented just for influencers and pro players while consumers will have the chance to get one on social media.
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