National Choose Your Chocolate Day
No matter what type of chocolate you love, dark chocolate, milk chocolate, white chocolate or bittersweet chocolate, National Choose Your Chocolate Day is great fun for everyone! History of National Choose Your Chocolate Day Chocolate has been around for thousands of years, starting as a drinking chocolate in the Olmec...
Drive September chocolate sales by positioning the day as a fun, guilt-free opportunity for consumers to explore premium and niche chocolate brands through tasting and gifting.
- Take our 'Find Your Chocolate Match' quiz—dark, milk, white, or bittersweet?
- Share chocolate love: gift a curated sampler to a friend and tag us with your favorite pick
- Chocolate shape decoder: learn what's inside before you bite (caramel squares, cream-filled rounds, nut-studded bumps)
- Brand battle: taste-test 3 premium chocolate makers and crown your winner
Campaign ideas7
- Bundle 'Sample Your Style' packs offering 3-4 different chocolate varieties (dark, milk, white, flavored) at a discount, with a tasting guide card
- Host virtual/in-store chocolate tasting masterclasses with sommelier-style guidance on flavor profiles, origins, and pairings
- Create a user-generated content contest: #ChooseYourChocolateDay where customers share their chocolate choice & why, with winners getting free samples or branded merchandise
- Partner with local chocolate shops/artisans for pop-up tasting events or 'chocolate passport' programs (collect stamps for discounts)
- Launch gift sets featuring customer voting on 'flavor combos' via social polls—let followers choose what flavors get packaged together
- Develop a 'chocolate personality quiz' on social media (dark = bold, milk = nostalgic, white = elegant) with personalized product recommendations
- Run a flash sale on premium/new chocolate lines with messaging around 'choosing your perfect match'; create urgency with limited quantities
Social angles6
- Team dark vs. milk vs. white chocolate—which team are YOU on? Share your choice + tag a friend. #ChooseYourChocolateDay #ChocolateLoyalty
- This September 16, stop choosing just ONE. Try them all. Here are 5 game-changing flavors you've never tasted before. Which one are you picking? #ChocolateAdventure
- Plot twist: Your favorite chocolate says something about you. Take our quiz to find YOUR chocolate personality (and we already know you're sweet 🍫) #ChooseYourChocolateDay
- Mary See started with a dream at 65. On her birthday, we celebrate the boldness to indulge unapologetically. What chocolate matches YOUR vibe? #SeesCandies #ChooseYourChocolateDay
- Dark, milk, or white? The real question is—what chocolate flavor combo have you been TOO AFRAID to try? Let's change that. #ChocolateExploration
- Every chocolate is a choice. Choose joy. Choose richness. Choose YOU. Shop [brand] today and find your match 🍫✨ #NationalChooseYourChocolateDay
Ad copy starters5
“They said 'pick one.' We say: why choose? Taste the difference this September 16. 🍫 #ChooseYourChocolateDay”
“Your perfect chocolate is waiting. Dark. Milk. White. Flavored. Try them all on National Choose Your Chocolate Day—guilt-free.”
“Chocolate isn't just a treat. It's a choice. Make yours count. [Brand] this September 16th.”
“Forget picking a favorite. Discover all of them. National Choose Your Chocolate Day starts now.”
“From bean to bar, we've crafted something for every taste. September 16: the day you finally pick your match. 🍫”
Tips4
- DON'T: Frame chocolate as 'guilty pleasure'—reposition as indulgence, self-care, and personal choice. Emphasize joy and diversity.
- DO: Lean into the founder story. See's Candies created this day on Mary See's birthday—tie authenticity and heritage into your messaging.
- DO: Focus on VARIETY & CHOICE (it's literally in the day's name). Give customers options, quizzes, and discovery tools; create permission to try new things.
- DON'T: Forget the health angle for dark chocolate lovers. Subtly highlight antioxidants & mood benefits without compromising the indulgence narrative.
Chocolate has been around for thousands of years, starting as a drinking chocolate in the Olmec and then Aztec nations. After making its way around the world, through Spain and to the rest of the globe, chocolate has taken its rightful place as a beloved, delicious treat.
Starting out as a precious commodity (sometimes with religious connections) chocolate was even used in some cultures as a form of currency. Later, in Europe, it was consumed by the wealthy and royals. It wasn’t until the late-19th century that chocolate became easier to produce and eventually became available to the common people.
See’s Candies, a 100 year old American chocolate company, decided that people should have more options in their chocolates. So in 2020, they announced the launch of National Choose Your Chocolate Day. This day was chosen because it is Mary See’s birthday, the founder of See’s Chocolate, on September 16.
National Choose Your Chocolate Day offers options for everyone to have the kind of chocolate they want and love. With so many different varieties to choose from, National Choose Your Chocolate Day is a favorite for just about anyone!
Choose Your Favorite Chocolate
For those who aren’t sure what their favorite chocolate is, this is the time to find out! Get a big box of chocolates and try each one until it’s possible to narrow it down to the most favorite. Or, perhaps in celebration of National Choose Your Chocolate Day, it would be appropriate to try to discover which brand of chocolate is the favorite by purchasing chocolates from several different makers and having a taste test.
Share Chocolate with Friends
On National Choose Your Chocolate Day, it’s a fun idea to share chocolate with the people you love – so they can choose their chocolate too! Delight a friend or family member with a box of chocolates so they can make their own choices as well.
Try This Chocolate Guide
Ever wonder how to determine what kind of chocolate each shape is without having the cheat sheet? Try out some of these hints to make it easy to choose your chocolate: Square Chocolates. Did you know that square and rectangle chocolate are almost always filled with caramel or toffee? It’s because they typically need to dry them first and cut them into squares before they cover them in chocolate. Rounded Chocolates. These are almost always filled with cream or ganache, although it could be raspberry, truffles or vanilla cream. Bumpy Chocolates. Chocolates that have bumps are typically made from nuts like cashews or almonds. Shiny Wrappers. This is typically a chocolate that is filled with a liquid that is gooey.