Using girls in bikinis to sell . . . what?

“Beautiful Bikini Girls bathing in bath of Chocolate” describes a video posted to youtube last March. The only information posted reads: “To promote the opening of the IXCACAO Cafe, these two stunners jump in a bath of liquid chocolate. YES – this is real chocolate!” As the video starts, the crowd watches as two young women dressed in bikinis lower themselves into the chocolate-filled trough.

The video captures the random responses of the crowd, including catcalls, whistles, laughter, squeals of co-mingled delight and horror. One can hear various men encouraging, “go lower.” “Splash each other.” “I want to lick it.” Indeed, one man steps up to the trough to sample the arm one girl proffers.

The voice of one woman can be distinguished. Speaking with an Australian accent, she repeatedly extolls the virtues of the chocolate bath, and invites onlookers to feel the chocolate themselves, suggesting that she has orchestrated the promotion. She repeats, “Come and put your hand in. All this chocolate is here for you to try.” And, since the bikini-clad girls are sitting in the middle of the trough, the implication is that they are to be sampled as well.

“How does it feel?” she echoes a question from the crowd, “‘Marvelous,’ they say. They don’t want to get out,” she assures viewers, then splashes chocolate in the face of one of the girls, encouraging the girls to coat their bodies with the melted chocolate.

Now, I love chocolate. I could eat it every day. Sometimes I do. I know that chocolate and coffee baths are featured as pampering packages in some spas. Expanding on this idea, last spring Cadbury chocolate company launched chocolate-smelling bath products in Britain. The thought of melting into a chocolate-scented bubble bath is admittedly heavenly. But, the thought of sitting in a narrow trough of viscous lukewarm chocolate? It makes me mildly nauseous. Beyond the practical thoughts raised by the video—what happens when the chocolate cools and begins to dry on those girls? does it sting if gets in their eyes?—lurk other questions, namely: what are the chocolate-dipped girls dressed in bikinis supposed to be selling?

Someone decided to use two young women clad in bikinis as a promotional stunt to attract attention. It worked. Sort of. At the time of this posting, the video had been viewed nearly 105,000 times. While the video of this promotion endures some popularity, using girls in bikinis to as a promotion strategy is questionable. Clearly, it hints that the chocolate (and the girls) are there to be consumed. But the spectacle of the bikini-clad girls dipped in a tub of liquid chocolate obscures the product they are selling. Is IXCACAO Café a chocolate shop? A casual café? A spa? The attention the video generated for IXCACAO Café fails to mention even the most basic information, like where the shop is located.
Does anyone know: What’s become of IXCACAO café? Where is it? And why did they think that submerging bikini-clad women in chocolate would sell chocolate? I hope the women featured in the video were compensated well.