MullenLowe MENA FZ

Karim Bourgi is a Master Chocolatier/famous influencer Chef, and no stranger to online-abuse. He asked if we could make the Internet a sweeter place for him and millions of other online abuse victims.

To sugarcoat means to glaze with something sweet. But it’s also a phrase that means explaining something more nicely. Our idea - What if the Internet and all hateful comments could be sugarcoated? We crafted three irresistible chocolate-apologies using Clear Rigid PVC Food Grade specialized thermoform plastic moulds and sent them to victims of online abuse as an apology on behalf of the Internet and all trolls.