Vintage advertisements from Rowntree's Black Magic line of boxed chocolates reveal the strategy behind Black Magic's ultimate success. The 1930s-era advertisements feature high-society ladies writing letters to their friends about receiving the then-new, low-priced chocolates. "It was to encourage people to see that buying a box of chocolates was okay to do as part of an early courtship. Before then, it was tantamount to a marriage proposal,” said Alex Hutchinson, archive curator at Nestlé, which took over Rowntree's in 1988.

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