EA Sports FIFA 15 launched with chocolate that tasted like football

To launch EA Sports FIFA 15, Edu Pou's team wanted to capture the emotional intensity of real football and translate it into a physical artifact. The result was a custom chocolate bar called 'Bitter Sweet: The Taste of Football.' Two versions existed: a dark chocolate bar embossed with the word 'DEFEAT' and a white chocolate bar embossed with the word 'VICTORY.' The packaging leaned fully into the emotional language of the sport, stating that what was inside 'has been through a lot emotionally, it's been shouted at, kicked around, booted, cheered on, whistled, celebrated, fouled, patted on the back, red-carded, awarded the trophy.' It also noted the product 'may contain traces of Lionel Messi's tears of victory and defeat,' with a legal asterisk clarifying it did not actually contain Messi's tears. The bars were designed to be shared at one of the biggest gaming conventions in Cologne as a complement to the game's launch. The campaign was produced with Messi himself, and Edu Pou recalls being completely starstruck filming with him, unable to articulate anything when face to face with his idol.