Chess Openings Are Revealed Inside Halls' Candies

Launched in October 2020, Netflix’s miniseries The Queen’s Gambit was well-received by the audience, being one of the most popular series in the history of the entertainment company with 62 million households watching it in the first 28 days. The story captured people’s attention in such a manner that it triggered a huge interest in chess.

The show, along with the pandemic, contributed to an increase in sales of chess sets. Others turned to the online world to practice the mind sport, with sites like chess.com seeing a boost in sign-ups. While playing chess, players need to focus strictly on the game, especially at the beginning of the match. It’s all about concentration, analyzing your opponent, and think at least one move ahead. So, take a deep breath and let Halls, the brand that stands for focus, help you further explore this territory with its new, limited-edition product, “Checkmate,” developed by DAVID Madrid.

“In chess, focus is key, and we believe that Halls can play an important role by helping people to take a deep breath before playing and help them focus. So, we decided to launch the Checkmate limited-edition, inviting this new generation of chess players to start their games with Halls,” comments Ciara O’Connor, Marketing Director at Mondelēz International.

“Lately, the whole world has been talking about chess, a game that demands a lot of concentration. And Halls — the brand that invites the world to breathe deeply in order to focus — has something to say about it, in an unexpected way with a limited-edition product,” adds André Toledo, Executive Creative Director at DAVID Madrid.

The stick’s packaging is decorated following the iconic and minimalist pattern of a chessboard. Yet, Halls hid the real treasure within, as each candy is shrouded in a packaging that’s printed with some of the most common openings in chess. As you unwrap a candy to savor it, you can discover iconic opening chess moves, starting with some of the most popular such as the King’s Gambit, Vienna Game, Italian Game, or Bird’s Opening amongst others.