Just as a great chocolate fudge cake has many rich and delicious layers, so every great campaign also needs to enjoy the multi-layered approach and effect. Jackie first coined the phrase back in the mid-90s when working with Robert on a campaign for Gatorade, anxious to avoid niching the product in the sports-science category alone - and looking instead to explode it, as a brand, into other areas. And the phrase sort of stuck and became a JCPR buzzword. While it started off life as a Media Relations model (and since adopted as such by our Edelman parent), Chocolate Fudge Cake has since evolved to become so much more. It encapsulates a way of Thinking and a way of Exploring Opportunities. It still heralds our refusal to niche brands - and to take them into every part (if possible) of popular culture and conscientiousness.