All chocolates are created equal but some are more equal than others. All chocolates are created equal but some are more equal than others. All chocolates are created equal but some are more equal than others. (Photo: YouTube)

Kids' reactions to trying dark chocolate will make your day

Let's just say that bitter taste doesn't go over so well with them.

Everybody loves chocolate, right? Apparently not, especially if it's the dark, bitter kind lacking in a certain notable ingredient (hint: sugar).

That's the conclusion that can be drawn from a commercial by Israel's Splendid brand that shows a handful of children reacting disapprovingly to the taste of dark chocolate.

The contorted faces exhibited by the kids has struck a chord with the internet; the video has been viewed nearly a million times on YouTube already.


Splendid worked with the Saatchi & Saatchi's Israel-based BBR ad agency to create the cute video, taking a somewhat counterintuitive approach to pitching their product by conceding that it is better suited to the refined palette of adults.

"Most Israeli moms actually keep a full drawer stocked with goodies, which by the end of the week is bound to need serous refurbishing," agency rep Eva Hasson told Adweek. "But curiously, often enough, the only pack left half eaten in the drawer is the dark chocolate. This got us thinking, and we realized Splendid chocolate – being as dark and bitter a chocolate as you can get – probably lacked the sweetness kids were after."

Luckily, there are plenty of other options for them.


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