The Apprentice UK S05E12 (2009)
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00:00Previously on The Apprentice.
00:15We're going for interviews.
00:18The five remaining candidates faced a grilling from four of Sir Alan's toughest business colleagues.
00:24I've had a look at the accounts for your restaurant.
00:27Have you got my business accounts there?
00:28I do.
00:29How do you get hold of them?
00:30It's a public document.
00:31Oh, okay.
00:33She's loud, obnoxious and inexperienced, swearing, telling colleagues to F off.
00:37Have you ever told somebody to F off at work?
00:39Yeah.
00:40I'm dying to know what this unique gift you've got is.
00:44What is it?
00:45I do spot things that other people might not spot.
00:48The last man standing got one last shot.
00:52I want it to almost be like he's Willy Wonka and he's giving me the keys to the factory.
00:56But in the boardroom, the factory doors were shut.
01:00James, with regret, you're fired.
01:06It's been brilliant.
01:09Lorraine failed to see what was coming.
01:12You're fired.
01:13Thank you so much for a great opportunity.
01:15And then there were three.
01:18Kate, you're in the final.
01:20Yes.
01:21Left with a choice between Yasmina and Deborah, the decision was made.
01:26If you take care of your character, your reputation will take care of itself.
01:30Deborah, you're fired.
01:35Now just two remain to fight for the chance to become The Apprentice.
02:06This is Sir Alan's office calling.
02:08Please be ready in half an hour.
02:10Your cars will be outside to take you for your final briefing with Sir Alan.
02:13Thank you, bye.
02:18We have half an hour.
02:19Honestly.
02:21Kate and Yasmina now face Sir Alan's final test.
02:25By the end of this week, one of them will be his apprentice.
02:29The job is actually in sight, so there's a lot more pressure on.
02:34Coming second or coming 20th, it's all the same thing.
02:38Winning is what it's about because I really want that job.
02:54Bankside on the Thames.
02:57Among the arches and refurbished warehouses,
03:00Kate and Yasmina head for their last briefing from Sir Alan.
03:16Well, good morning, ladies.
03:17Good morning, Sir Alan.
03:19You're in the final.
03:21You've done exceptionally well so far to get where you are,
03:24but this time everything's at stake.
03:27This is the task that I'm going to make my decision as to who is going to be my apprentice.
03:33As you would expect, this task is going to be a hard one,
03:37so you're going to need some assistance.
03:52Yasmina, heads or tails?
03:53Tails, please, Sir Alan.
03:56Tails it is.
03:57I would like to speak to Howard, please.
04:01Kate?
04:02Ben, please.
04:05Lorraine, please.
04:09Deborah, please.
04:13I love James, please.
04:19Over to you, Kate.
04:21Kim.
04:28And your final team-mate, Yasmina.
04:30Come on, Philip.
04:34Sorry, Rocky.
04:36Rocky, there's your opportunity to work with Kate.
04:38Go over there.
04:46Now, your final task is to create and launch a brand new box of chocolates.
04:53Not only will you have to create your chocolates,
04:56but you're going to have to come up with an eye-catching marketing campaign.
05:01Now, this space might be empty now, but in three days' time,
05:05this is where you're going to launch your campaign and your chocolates.
05:09I've invited some of the most important people from the world of chocolate and advertising,
05:15and you'll be pitching to them.
05:17And after the event, we'll all meet in the boardroom where one of you will get hired.
05:24So, everything clear?
05:25Yes, Sir Alan.
05:26Yes, Sir Alan.
05:27Okay, off you go. Good luck.
05:33Chocolate, sugar, cocoa and milk, but also big business.
05:40From handmade truffles to supermarket selection boxes,
05:45the chocolate industry is worth over three and a half billion pounds a year.
05:51Today, the teams must start creating their chocolates.
05:54In three days, they must launch them to the world.
05:57Oh, the final.
05:59Right, lovely to see you all. Lovely to have you all back.
06:03From offices at a top London advertising agency, their first task, identify a target market.
06:10Do you think we should be aiming more at females,
06:12or should we go after the male area where there aren't so many chocolates out there in competition that are pitched at guys?
06:19Shouldn't we just do something that's fun and different and quirky,
06:22so that it's what's special about it, what have you done different that's going to make people go,
06:25you know something that's really clever?
06:26Yeah.
06:27For me, that's what I would be looking at.
06:29Going on from that, then the idea of selling a box of chocolates to a woman to buy for a man is completely quirky,
06:35because it's never been done before.
06:36I think that's a great idea.
06:37The woman's still buying them for him, and it's a male-orientated product.
06:40Yeah, I quite like that.
06:42Okay, guys, we're going to choose a box of chocolates that is targeted towards men.
06:47Okay.
06:48Let's go.
06:49All right.
06:50There's been a lot of chat about going down the female market.
06:53Do you reckon that there could be scope to go down a sort of sharing idea between a couple?
07:00Okay.
07:01If you're going to go down a more romantic route.
07:03Okay.
07:04So a romantic part.
07:05Do you know what I mean?
07:06Because chocolate can be quite sensual and naughty.
07:09Okay.
07:10Do you know what I mean?
07:11Naughty, okay, typical Ben.
07:12Yeah.
07:13You could sort of make it like having a threesome with your box of chocolates.
07:16Ben, you haven't been at it.
07:19Do you know what I mean?
07:20I'm trying to get an idea done together.
07:22The idea of both of you together eating the chocolate.
07:25Could you have a box where it was clearly differentiated inside that box that half was for her and half was towards him?
07:32Does it fit into that whole idea that you're buying her a treat but you can also share in it as well?
07:36I really like that his and hers idea a lot.
07:39The romantic sharing his and hers chocolate.
07:42I don't think I've seen anything like that on the market at the moment.
07:46It's the most important task of your life.
07:48Of your life.
07:49Of your life.
07:50Of our lives.
07:51Let's get going.
07:52Brilliant.
07:53Right.
07:54Markets identified.
07:55The teams now need a brand name and a box.
07:58Right, let's think along the lines of love and romance.
08:01I've got an idea for a box.
08:04Okay, go on Ben.
08:05But it's really, it really, and you can tie it in with the name, but it's really, it's quite strong sexually.
08:13What is it?
08:15Is it two people having sex?
08:16No, just.
08:17That's 69 on the page.
08:18That's 69 on the page.
08:20Do you see where I'm coming from?
08:22Oh, yeah.
08:23Oh, that it really is.
08:24I thought she was joking about the 69.
08:25I'm being deadly serious.
08:26Think about breaking with the conventions.
08:28Ben, there is absolutely no way in the world I am standing up in front of a group of experts
08:33and saying look at our box, it's shaped like the 69.
08:36No way.
08:37Fine.
08:38Right, Ben.
08:39Okay.
08:40This is about romance.
08:42Right.
08:43And passion.
08:44We draw the line at sexual acts.
08:47Lunchtime in the City of London.
08:50Gentlemen, we're here to pick your brains today.
08:52A break for the financial boys and a chance for Yasmina to test the chocolates for men idea.
08:59Does your girlfriend, partner, whoever, buy you chocolates?
09:04No.
09:05No.
09:06Okay.
09:07It goes in the opposite direction, definitely.
09:09I think more often than not, chocolates, we buy it anyway to give away rather than to receive.
09:13So if my girlfriend bought it for me, I think that's a bit odd.
09:15You don't want to have a product that is purely for men.
09:18Otherwise you're limiting half of the population already.
09:20There's no way a woman's going to buy it and think it's purely for the guy.
09:24Yeah, I think it's quite a tricky sell you've got.
09:26Okay.
09:27Nice.
09:30Right.
09:32We need to make some decisions.
09:34We're still okay with this do it thing.
09:36It's just so hard when they say it's a rubbish idea, isn't it?
09:40That's what we're trying to do, Yasmina.
09:42We're trying to do something that hasn't been done.
09:44Let's say it was Pants Man.
09:46People didn't get it at the time, but I tell you something, they will eventually.
09:49No, that's a rubbish example, Phil.
09:54This task at this stage feels daunting.
09:57Today it's just trying to think of ideas, trying to be creative at the same time as trying to map out exactly what's going on.
10:02So yeah, it's a test.
10:04The idea, we'll stick to it, it's a great idea.
10:06Let's just now think about how we're going to make it clear and sexy and racy.
10:11We just need to come up with a name.
10:15Coco for men.
10:17It's chocolate for men.
10:19James?
10:20I don't like it.
10:22Doctor Coco.
10:24Captain Coco.
10:28Chocolate.
10:29As in it's chocolate and it shocks you.
10:31It's a bit tacky.
10:33Chocolate.
10:35Coco electric.
10:36Coco electric.
10:39That's basically what it is.
10:40Coco electric, it's simple, it's crystal electric.
10:42It's crystal electric.
10:43And then we could have the whole display to be like electric shock, because it would be wicked.
10:46Yeah, like lightning, like look, new brand coming to town.
10:51Coco electric.
10:56For him and for her it's part of an experience, it's the chocolate story.
10:59All the flavours are going to reflect the romance element.
11:02At an upmarket retailer, Kate checks out the competition.
11:06We're talking about targeting women that have come to the supermarket,
11:09they've got a bottle of wine for their night in,
11:11and they also would like a really nice box of chocolate to share to make that night special.
11:17So I think, if that's our concept, I don't see anything that's doing the same thing.
11:22So I think we have got something quite different.
11:25Top end is £16, low end is about £6.
11:28Looking here, I'm thinking in the range of £8 to £9 for 18 chocolates.
11:37Is it Coco electric? Is it already a brand?
11:39Do you know what I mean? We're already thinking like it's a brand.
11:41No, exactly, we are, we've got it in our heads, haven't we?
11:43Armed with a brand name, an opportunity for Yasmina to get a second opinion on Coco electric.
11:49There are no chocolates out there that are branded specifically for men.
11:52So, first of all, I'd like your reactions to that as a concept, as a commercial concept.
11:57Who eats chocolate, men or women?
11:59Mostly it's women.
12:01Very few men actually seem to really get off on eating chocolate.
12:05Well, it's an interesting idea.
12:07Right.
12:08Is that the consensus?
12:09Yeah.
12:10Okay.
12:11Really, if you guys are saying that it's women that eat the chocolate,
12:15then we're feeling like we might be pushing, trying to push boundaries a little bit too far.
12:24I think, you know, we really need to look at this.
12:25I think we're really, really struggling to make this work with the whole guys thing.
12:28I think the chocolate electric name is really good.
12:30I think if we look to go down...
12:31Coco electric?
12:32Coco electric, yeah.
12:33The name's awesome.
12:34All about the flavours.
12:35We can get some crazy flavours going with something that's really electric.
12:38The flavours are completely different.
12:39So then our theme would therefore change from being aimed towards men to just being aimed towards...
12:45Everybody.
12:46Everybody, but...
12:47It's exciting.
12:48It's an exciting, new flavours.
12:50Something completely wacky and out there, yeah.
12:52Yeah.
12:55We haven't got a brand name as of yet,
12:58but there are going to be, like, one set of chocolates for the guy,
13:02one set of chocolates for the girls,
13:03and one to share or to fight over.
13:05Back at the agency, Kate is briefing her box designers.
13:09You had a great idea, and I think it's much better than mine.
13:12Well, I'm not sure about it.
13:13It was just an idea, and it was around having it a little bit like a chest of drawers.
13:16They're kind of stacked to pull out.
13:18You could stack it, or you could do it flat as well, couldn't you?
13:20You could always do just a very simple box that there's a little lift-out drawer,
13:25and then inside, so it could be his, hers, and then...
13:29To share.
13:30To share.
13:31I like the idea of that.
13:32To be fair to Kate, she's come up with a new thing.
13:35Three drawers, him, her, and one to fight over.
13:39Not bad. Now all we need is a good name.
13:43I like the idea of togetherness.
13:46Pairs, two hearts, perfect match.
13:50Two's company.
13:51Third time lucky.
13:54It's too weak.
13:56Dark chocolate and chilli.
13:57Chilli.
13:58Yeah.
14:00I'm having a taste.
14:01The other half of Kate's team, Deborah and Rocky,
14:04have been told to create romantic flavours for the his-and-hers mid-priced chocolates
14:09to help renowned chocolatier Paul Young.
14:12There's something called Marc de Champagne.
14:14Now, take care, have a smell.
14:17Ooh!
14:18It will give that champagne edge to your chocolate.
14:21That's quite sweet.
14:22Ooh, it could go with that.
14:25It could go really nice with that.
14:26Right, OK, fine.
14:27So, milk chocolate with strawberries and champagne, would that be expensive?
14:30Would it massively make a massive difference?
14:32I think it would be expensive.
14:34The ingredients you're looking at, they are very sophisticated,
14:36especially sea-salted caramel and lavender, etc.
14:39You've picked really fantastic flavours here.
14:41Is there leeway for you to lift your price of your box of chocolates
14:44and make it a little bit more expensive?
14:46I think so.
14:47You've picked really fantastic flavours here.
14:49Is there leeway for you to lift your price of your box of chocolates ever so slightly?
14:52We'll have to go back to Kate and say that maybe we're a couple of pounds dearer
14:55than what she anticipated.
14:56But because of the content of what we've got.
15:00Hello?
15:01These chocolates, they're actually very, very specialist, very, very sophisticated
15:05and they're quite aspirational.
15:06So, you would have to recommend in retail this between £13 and £16.
15:11I think £13 is going to be a little bit more expensive than I was hoping for.
15:17But I certainly wouldn't be charging any more than that.
15:19Because you've got to think about what you'd be prepared to pay
15:22for a night in a box of chocolates.
15:24At £13 price point, is it a commercially viable product?
15:30Yes.
15:31OK.
15:32OK.
15:38I do like that idea of it being quite a long, thin box that just gets even bigger.
15:42With the team now going for Yasmina's cocoa electric idea,
15:46the next job, an eye-catching package.
15:49If we're going down shocking chocolates, shocking flavours,
15:53electric is going to be in the name,
15:55then a cohesive message is a box that's got a lightning bolt on it.
15:58So, it starts like that.
16:00I quite like it off centre as well.
16:02Is it almost like a broken cracker?
16:05A little bit.
16:06Is it?
16:08That's the front, black with your bright pink lightning bolt off centre
16:14and then you pull it out.
16:21Cheap stuff always works for me.
16:22White chocolate's my favourite.
16:24To fill the shocking box, Yasmina is after some shocking flavours, on a budget.
16:30It needs to be commercially viable, coming in at around £5 for a box.
16:35To help, leading chocolate maker Gerard Coleman.
16:39Coriander seeds.
16:40Coriander seeds, very orangey.
16:42Carrot and, carrot and, orange, coriander and orange.
16:46Oh, they are, aren't they?
16:48That is lovely.
16:49Coriander and orange is nice.
16:50What about caramel and pink pepper?
16:53You know something that's quite fragrant?
16:55With the caramel.
16:56With that.
16:57You know the old school popcorn candy?
16:58Yes.
16:59You know, it's pistachio.
17:00Has that ever been done before?
17:01Have you tried that in chocolate before?
17:02Does that work?
17:03It does work.
17:04That's the business.
17:05Then you've got these.
17:06Yeah, have them, have them.
17:07That's the business, isn't it?
17:09Memories come flooding back.
17:10That could go with maybe the chilli, because it's explosive.
17:12That'd be cool.
17:13That is the perfect one.
17:14So, explosive chilli.
17:15Good idea.
17:178.30pm.
17:19With a print deadline to meet, Kate must settle on a brand name.
17:23Ben came up with the idea, Intimate Chocolate Co, which I like,
17:26because it's going to be a luxury brand of chocolate.
17:30Intimate is fine as well.
17:32And then keep your, for him, for her to share.
17:35They have not come up with a particularly exciting brand name.
17:38In fact, I worry about the brand name, Intimate.
17:41Frankly, it sounds sort of something to do with feminine freshness,
17:46rather than chocolates.
17:48Hey, guys.
17:49Hello.
17:50Are you all right?
17:51We haven't got long left.
17:52Intimate as a name, I wouldn't think chocolate.
17:57I might think, I might think Intimate products.
18:01It's a bit risky.
18:02I think it's a bit weak.
18:03I don't like, I don't like those colours.
18:05I just think, I just, it looks like a box of Tampax.
18:11Sorry.
18:12It just doesn't look to me like a box of chocolates
18:15that I would see and go, oh my God, what are they?
18:17How long have we got?
18:18Let's have a quick think about it.
18:19We've got ten, we've literally got ten minutes.
18:21We can change the name in ten minutes.
18:22You don't want to call it his and hers chocolate.
18:24You don't want to call it share and share alike.
18:26Could you call it chocolate desires?
18:29Chocolate love, I love chocolate.
18:31Last minute changes.
18:32I'm just trying to think of things.
18:33Anything that's different.
18:35What we did with that.
18:36You absolutely throw me into turmoil.
18:37I'm sorry, I'm sorry.
18:38No, it's fine.
18:39I'm more flustered and stressed about this task
18:41than any I've been on before,
18:42because it's just so much more important to me.
18:45What's love in French?
18:47Amour.
18:48Choc amour.
18:49Choc amour.
18:50Is that a bit tacky?
18:51I don't know.
18:52I quite like choc amour.
18:53It's got the chocolate.
18:54It's got the love.
18:55French.
18:56Should it be choc amour or choc d'amour?
18:58What does it mean though?
18:59Choc.
19:00Of love.
19:01Choc of love.
19:02It's the chocolate of love.
19:03I like that.
19:04Choc d'amour.
19:05I like it.
19:12Five Days Ago
19:298am.
19:30A delivery from the printers.
19:33Ohh, lovely.
19:35That is awesome.
19:37That's really clever.
19:38And I'll sit in there.
19:40I like the box.
19:41Looks great.
19:42For a fiver?
19:44Awesome.
19:44Oh, that's a nice colored box.
19:48That is quite elegant, actually.
19:50Chocolate for him for her to share.
19:52Very nice.
19:53Yeah.
19:54I think this is quite nice.
19:5636 hours from now, Kate and Yasmina
19:59must pitch their new chocolates to industry experts and Sir Alan.
20:04Today, they must prepare their launch venues
20:13and shoot their TV ads.
20:17OK, are we good to go?
20:18The models are ready whenever you need them.
20:20In a five-star hotel suite, Kate and Kimberley
20:23set the scene for their commercial.
20:26Kimberley's your director for today.
20:28I'm the director for today.
20:29I tend to go, once I get started, I tend to go much faster.
20:31I'm going to be here looking at the monitor,
20:33just to make sure I'm happy with the shots.
20:35And action.
20:36Hey, give me the chocolate.
20:37Come on.
20:39I am.
20:39We're good today.
20:40No, you can taste it.
20:42The story, a romantic night in, sharing a box of shopped amour.
20:47Perfect.
20:48Good, good.
20:48Keep flirting.
20:49I love it.
20:49Just keep doing a lot of it.
20:50I'm just going to play with it later.
20:52Next shot is same exact thing, faster, please.
20:55Ready?
20:59Oh, look at the color.
21:00Absolutely gorgeous.
21:01They look like gobstoppers.
21:03That's hilarious.
21:04Shall we try a strawberry and basil?
21:06On their set in a South London bar,
21:08Yasmina and Howard get a first taste of Coco Electric.
21:13Chocolates, flavored to shock.
21:15You can taste basil immediately.
21:25Well, which one do you think I should try?
21:26Do you want to try this place?
21:27Chili.
21:28Chili?
21:28I like the blue touch paper.
21:33We want to introduce people to these flavors
21:36without them being put off by it.
21:39What do you think, Margaret?
21:42I'm still waiting for the explosion.
21:44Oh, that's lovely.
21:45Margaret, try one of them.
21:46No, no, no, I think one's enough, thank you.
21:52Oh, wow, guys.
21:53A dance studio, East London, where Yasmina's team has booked
21:57dancers for tomorrow's presentation.
21:59Let me show us a shake, a cabaret shake sort of thing.
22:02Yeah, that's what I'm talking about.
22:04Oh, that's what I'm talking about.
22:08All pop back in with the thing into the center, and then,
22:11yeah, away.
22:14Choreographing, estate agent, Philip.
22:16So two pops, and then try the big, nice and snappy
22:21and electrified.
22:24And five, six, seven, eight, one, two.
22:27I could tell Philip was in his element here.
22:29I know, secretly, he's the sort of guy that probably dances
22:31in front of the mirror at home with a hairbrush, singing
22:33Carly Minogue songs.
22:34So here was his chance to live the dream.
22:36Maybe work around the group, in synchronization.
22:42Yeah.
22:45Now, the box of chocolates is magical.
22:46It's electric, right?
22:47So you're going to be shocked as you're opening it, OK?
22:50So shocking, all right?
22:52And then when you put it in your mouth, act shocked, yeah?
22:57Directing her own ad for Coco Electric, Yasmina.
23:01Action.
23:03Means it, means it.
23:04Mm.
23:05Mm.
23:06Mm.
23:07Mm.
23:08Mm.
23:09Oh.
23:10Mm.
23:11Look shocked.
23:12Look shocked.
23:13Ah.
23:14Ah.
23:15Ooh.
23:16Ah.
23:17Mm.
23:18And cut.
23:19Perfect.
23:20Excellent.
23:21Oh.
23:24Sorry, did you say this is all been basil?
23:27Yeah.
23:28Didn't like it.
23:30Can I spit it out?
23:32No.
23:33I'm just a little bit disheartened
23:34with the sort of quality of everything,
23:36but I think it's going OK.
23:37We've got the shots that we want,
23:39and I think we're going to have the material that we
23:41need to do a good edit later on.
23:45We're starting a new box of chocolates.
23:47OK.
23:47And the concept is a sort of couples concept.
23:50For Kate's team, Ben and Debra are on the hunt for props
23:53to create a romantic setting for the Shock Damour show.
23:57What we've got to do is sort out for Kate
24:00when she's doing a presentation a backdrop which is so nice.
24:01Let's talk and walk, by the way.
24:03Yeah, but we also need on our 13 tables
24:05to dress them with something.
24:06There's tonnes and tonnes of different candelabras.
24:08We probably don't want them too big, do we?
24:09OK.
24:09Do you provide the candles with them?
24:11We can give you candles, yeah.
24:12We'll sort that out later.
24:13Does she need a lectern to present from?
24:16Yeah.
24:16Do you want to go gold?
24:17Do you want to go silver?
24:18Silver to go in the chairs.
24:19OK, cool.
24:20We'll go this way.
24:21Thanks.
24:21I think it's just trying to understand
24:23the practicalities of what you're doing.
24:26Turn over.
24:28And action.
24:29Thank you so much.
24:30I love you.
24:31On set, Kimberley's romantic night in isn't turning Kate on.
24:36I love you, too.
24:38Cut.
24:38Great, moving on.
24:40This isn't a criticism of your work.
24:42So I know we've all agreed the advert,
24:43but a nagging doubt is that because it's all perhaps
24:45a little bit cliche and a little bit 1980s kind of stage,
24:50what would be good is if the twist was she
24:52could whip his tie off, tie his hands here.
24:56We could have Tammy chocolate all around her face,
24:58stuff in her face with the share box.
25:01OK, no problem.
25:03You don't mind us smearing chocolate all around your face?
25:05Literally, do you mind?
25:08How's this looking, guys?
25:10If we put the strawberry in his mouth,
25:12I don't know if I like that or not.
25:14And action.
25:15Go on, really fight, man.
25:16Fight, fight, fight, fight, fight.
25:17Get it all back out.
25:18Should I hear him struggling?
25:19Can I get a, ah, ah, ah, from you?
25:20Mm.
25:22Mm.
25:23Mm.
25:23Oh, you want more chocolate?
25:25Mm.
25:26Mm.
25:26Mm.
25:27Mm.
25:28Ha ha ha ha ha.
25:29Kate has stepped in and transformed
25:31Kimberley's rather traditional promotional video.
25:34She's given it a bit of bite at the end.
25:35She's given it a twist.
25:37Something was needed.
25:38And we'll have to wait and see whether this was enough.
25:41I want one of these, please, Kim.
25:43And then I want one with the chocolates
25:44and the remote control as an ending shot.
25:46Right.
25:47This is just an option.
25:47Kim, this is just an option.
25:48OK, fine.
25:49Do you want a chocolate?
25:51Ha ha ha ha.
25:53Mm.
25:54Mm.
25:55Cocoa Electric.
25:57Oh.
25:57Ha ha ha ha ha.
26:00While Yasmina edits her commercial.
26:02Oh, dear.
26:06The rest of her team are designing
26:07a poster to go with the box.
26:09I think that's cheesy.
26:10I think that's just too obvious.
26:12If we had the balls, what we really
26:14should do is just take that picture
26:16and put the name on the front of it.
26:18Just that on its own.
26:20You know, that's our brand.
26:22I think that might actually be a good shout.
26:25It's just, it's ball, it's your, basically,
26:27you've got balls to do that with, haven't you?
26:29Yeah.
26:30Don't you think?
26:31Yeah.
26:32Empire 2, this is Empire 1 coming over.
26:34Basically, what we've done is put the logo,
26:36just massive and central, on one sheet.
26:38And it's basically black with the logo and the tagline.
26:40And it looks sexy as.
26:42I mean, it looks awesome.
26:43Do you know what, Yasmina?
26:43I bloody agree.
26:45I love it. I love it.
26:46I love it.
26:46I love the idea.
26:47The ball, it's so powerful.
26:48It's just frightening.
26:49It's awesome.
26:50Absolutely awesome.
26:51OK, roll with it.
26:52Let's do it.
26:53I'm game.
26:54That's what I'm talking about.
26:56MUSIC PLAYS
27:15No-one is immune from getting stage fright.
27:18I have presented in front of a large number of people before,
27:22and I was fine.
27:23But it's not to say that I won't end up in a complete panic
27:27or really stressed tomorrow.
27:28So at this stage, yes, I'm feeling confident,
27:32because that's just the only state of mind to have, really.
27:36I'm really looking forward to tomorrow night.
27:37I'm looking forward to Salem being there.
27:38I'm looking forward to the tension of it all.
27:42The drama of the whole night is just going to be
27:45the most exciting night of my life.
27:46And I can't wait.
27:48It's going to be more exciting than getting married.
27:54MUSIC PLAYS
28:00The day of the pitch.
28:03For the final time,
28:04Yasmina and Kate lead their teams into battle.
28:12Eight hours from now,
28:13100 experts from the chocolate industry
28:16will gather in these two halls, guests of Sir Alan.
28:21Wow. Beautiful.
28:23I look deflective. Do you like it?
28:25Yeah, it's gorgeous.
28:26It fits in with the passion theme, doesn't it?
28:27It does, I really like it.
28:29Cocoa electric.
28:31This looks really, really cool.
28:32Yeah. It's good, isn't it?
28:33Yeah, it's really good.
28:40Mmm.
28:41On stage, a chance for the finalists to rehearse.
28:45Good evening, ladies and gentlemen.
28:46Welcome to the launch of Chocolat d'Amour,
28:48the new luxury box of chocolates for the UK market.
28:51Staying in is the new going out.
28:54This is my opportunity to really impress Sir Alan
28:57and make my mark.
28:58This is reflected in the romantically-themed flavours.
29:02I need to focus on delivering it with passion,
29:05with commitment and absolute belief in the product and brand.
29:08Can I get the pack shots by the entrance, either side?
29:12One there, one there.
29:13Cheers, mate.
29:14It's going to look good.
29:16The world relies on electricity for energy.
29:21Electricity shook up the world's energy.
29:26OK, I understand what you're saying.
29:28I'm not sure if it's clear.
29:29It doesn't make sense.
29:31OK, what...
29:32My presentation style's pretty shit, basically.
29:34That's completely what it is.
29:38And now, ladies and gentlemen, let me talk to you about the important...
29:42issue.
29:43Now, ladies and gentlemen, let me talk to you about the important issue of price.
29:47OK, it's what practise is for, though, isn't it?
29:49Yeah, yeah, absolutely.
29:50I'm not going to stand here and say that, no, within two hours,
29:52I'm suddenly going to become Martin Luther King.
29:54It's just not going to happen.
29:55Let's get moving, guys.
29:57I can't wait for it to be all over.
29:59You'll be fine.
30:00You will be fine.
30:01The scene is set for the type of evening that many women would desire.
30:06Cocoa, electric, flavoured to shock.
30:207pm.
30:22The doors are open.
30:24The cream of the chocolate industry arrives.
30:29MUSIC PLAYS
30:48First up, Kate and Shock Damou.
30:55APPLAUSE
30:59Good evening, ladies and gentlemen,
31:01and welcome to the launch of Shock Damou,
31:05the new luxury brand of chocolate for the UK consumer market.
31:10The brand concept is all around a shared romantic experience for couples
31:16underpinned by the strap line.
31:19Chocolate for him, for her, to share.
31:25With the current economic climate, staying in is the new going out.
31:31Shock Damou offers a way for ladies to treat themselves,
31:36to treat their significant others,
31:38to a fun and enjoyable and romantic evening in together.
31:43Now, if you haven't tasted the chocolates,
31:45please take the opportunity to do so now.
31:48I can tell you that they're absolutely delicious.
31:51There are six different flavours,
31:53and they've all been given a romantic name.
31:56The recommended retail price for Shock Damou is £13.
32:01I feel that that's really good value for money.
32:04£13 is a lot of money.
32:06I see Shock Damou being sold at any high-quality retailer,
32:10as well as supermarkets, duty-free,
32:13in fact, anywhere that you might find chocolate lovers.
32:16It's quality, it's romantic,
32:19but it's also got a playful and mischievous edge,
32:22which you'll see in our advertisement campaign.
32:27Chocolates.
32:31For her, for him.
32:33Oh, wait.
32:44Close your eyes.
32:50And for you.
32:52Shock Damou, romantic chocolate.
32:55For him, for her, to share.
33:06I really believe that Shock Damou offers the retailers
33:09a chance for them to provide their customers
33:12with a fun and romantic experience for couples.
33:16It really is more than just a box of chocolates.
33:25So, who wants to go first?
33:27I was kind of gradually being sold this amazing box of chocolates,
33:32and I suddenly heard the price, £13 for this box,
33:36which seems to be quite mainstream to me
33:38in terms of its positioning and its advertising.
33:41Tell me what was behind your very ambitious pricing.
33:45From seeing what else is out there on the supermarket shelves
33:48with similar ingredients, similar quality of chocolates
33:51and a similar number of pieces,
33:54£13 seemed to be the right price point.
33:57I think lots of those chocolates were absolutely delicious,
34:00and thank you for giving them to us.
34:02You're welcome.
34:03I've given them a very high price.
34:04I'm worried about your margin.
34:05I'm worried what money you're going to be making on this,
34:08and have you thought that through?
34:10I'm confident that there's going to be enough margin
34:13at a £13 retail price for there to be profit for everyone involved,
34:18and enough profit for everyone involved.
34:20Great. Thank you.
34:22We're out of time now, so thank you once again,
34:25and I hope you enjoy the rest of your evening.
34:27Thank you very much.
34:39Regardless.
34:44I need a glass of wine and some more of those chocolates.
34:47Let's bring the chocolate.
34:51Next door, the scene is set for Coco Electric.
34:58As guests take their seats, it's Yasmina's turn.
35:04Oh, God.
35:05Stop it. Stop panicking. Stop it.
35:07OK, sorry.
35:08You're putting yourself in a state now.
35:10Breathe. Breathe, breathe, breathe.
35:12Breathe, breathe.
35:42Why do we care?
35:57Ladies and gentlemen,
35:59welcome to the launch of Coco Electric 2009.
36:04Let's start with a name.
36:06Coco Electric.
36:08It symbolises a simple idea.
36:13Chocolate which is electrifying.
36:17Take a strawberry, all right?
36:19Add some basil, and what do you get?
36:22A Coco Electric.
36:24Take an orange.
36:26Add some coriander.
36:28And what do you get?
36:30A Coco Electric.
36:32The slogan, they're chocolates which are flavoured to shock.
36:36Now, I know not all of you have the box, but I've got one here.
36:39It's black, it's streamlined, it's elegant and it's sexy.
36:43When you open the box,
36:45you can see the formation of the electric shock come to life in your own hands.
36:51And now let's get down to business.
36:53The all-important question of price.
36:55One box of 18 chocolates,
36:57I would recommend to the retailer to price it at £6.
37:03In this way, we can bring new, modern and funky flavours
37:07to the mass market Coco Electric.
37:11And now to the fun part of our campaign.
37:13So sit back in your seats
37:15and enjoy the premiere of the TV commercial for Coco Electric.
37:33Danger, danger.
37:35High voltage.
37:37When we touch.
37:39When we kiss.
37:41Danger, danger.
37:43High voltage.
37:45When we touch.
37:46When we kiss.
37:47When we touch.
37:48Danger, danger.
37:51High voltage.
37:58I would like to leave you with one final thought.
38:02Over 100 years ago,
38:04electricity shook this world.
38:07Now, Coco Electric is going to shake up the British confectionary market.
38:13Thank you very much for your time
38:15and I would like to welcome any questions please.
38:24The lady with the blonde hair.
38:26I'm just wondering which reality getting an electric shock is a good experience.
38:32Getting the electric shock,
38:34we didn't want to go down the route of lightning actually striking you.
38:38But that sensation of feeling something different,
38:41you know, that's what we hope to achieve from the campaign.
38:44Do you think these flavours work?
38:46Have you tried them, sir?
38:48No, absolutely. I'm sitting here trying them, yeah.
38:50Everybody has given us positive feedback.
38:52Especially, might I say, on the strawberry and basil one.
38:57How do you get to £6, which seems incredibly cheap?
39:00It costs us about seven pence per chocolate to produce.
39:05So, it's commercially viable for us to recommend you to retail it at £6.
39:11I'd like to thank you all so very much for listening to me
39:15and I hope you've enjoyed the presentation.
39:17So, thank you very much.
39:20Oh, well done. Oh, my God.
39:22Oh, my God. No way.
39:24You were brilliant.
39:29For Sir Alan, some industry feedback.
39:33I think shock demolition is genuinely quite a revolutionary idea.
39:36I think there are question marks against some aspects of it
39:39and the pricing is absolutely brilliant.
39:41I think it's a great idea.
39:43I think it's a great idea.
39:45I think it's a great idea.
39:47I think there are question marks against some aspects of it
39:49and the pricing is obviously the key one.
39:52The brand Cocoa Electric is excellent.
39:54I think the price point is perfect
39:56and the brand could drive you into your first purchase of chocolate.
39:59I would be concerned about whether someone would come back for their second box.
40:18For the very last time, Kate and Yasmina head for the boardroom.
40:25Only one can become Sir Alan Sugar's apprentice.
40:30I don't think there's much more that I've got to show Sir Alan.
40:35I'm just about at breaking point now.
40:37I don't know how much more one person can be tested and tested and tested.
40:48I've not been head-to-head with Yasmina before
40:52but I'm not going to go in there and start trying to throw dirt at her.
40:56I'm going to just keep my integrity intact
40:59and tell Sir Alan why I think I should be the next apprentice.
41:18Sir Alan Sugar
41:21Sir Alan Sugar
41:23Sir Alan Sugar
41:25Sir Alan Sugar
41:27Sir Alan Sugar
41:29Sir Alan Sugar
41:31Sir Alan Sugar
41:33Sir Alan Sugar
41:35Sir Alan Sugar
41:37Sir Alan Sugar
41:39Sir Alan Sugar
41:41Sir Alan Sugar
41:43Sir Alan Sugar
41:45Sir Alan Sugar
41:47Sir Alan Sugar
41:49Sir Alan Sugar
41:53You can go through to the boardroom now.
42:15DOORBELL RINGS
42:20Good morning.
42:21Good morning, Sir Alan.
42:25James, it seems you were a prophet.
42:27Turned out I ended up Willy Wonka, didn't I?
42:30At the chocolate factory.
42:31I think I've got Lorraine's gift.
42:33Yeah.
42:39Well, ladies and gentlemen, this was a really tough task
42:43but you did very, very well in what you put on last night.
42:47Kate, start me off.
42:49How did you split your team?
42:51Who did what?
42:52Deborah and Rocky were responsible for choosing the chocolates
42:56and Deborah has got a fantastic palette
42:58because I was really pleased with the air finish result.
43:01Yeah, interesting to say I've spoke about your mouth all through this process
43:05and was put to some good use for once
43:08in this exceptional palette that you've got.
43:11Yeah, they were fantastic.
43:12So you had a good assistant there.
43:14Yeah.
43:15How did she manage you?
43:16I think she's a good manager.
43:17I think she's very good.
43:18Very good manager.
43:19We got on OK?
43:20Yeah, I think she's got a great skill to bring out the best in everybody
43:23and to manage characters, it can sometimes be difficult.
43:27Kate has an ability to work with other personalities
43:30and draw out the best in them
43:31and that is a very, very rare skill that not many people in business have
43:35and it's something that I would hope to emulate one day
43:38and I think she would be a very worthy winner.
43:40But that decision is yours.
43:41Thank you, Deborah.
43:42Tell me about how you came up with a name then.
43:45I'll be honest, we struggled a little bit to come up with an appropriate brand name
43:49and we settled initially on Intimate
43:52which when we actually got the box worked up...
43:55You tend to find that in vending machines and gents lose, I think.
43:59Yeah, exactly.
44:00So that was the thought when we'd actually got it on the box.
44:04So, yeah, quickly kind of had a brainstorm
44:07and decided that as French is the language of love
44:11and obviously a French brand name conveys sophistication and quality,
44:16Chocolat D'Amour seemed the most appropriate.
44:18OK.
44:19In your presentation yesterday,
44:21you said that you were aiming for a mass market
44:25as far as the distribution was concerned.
44:28I think by that I mean this isn't a product
44:30that I've designed to go into niche chocolate retailers.
44:33I don't know anything about chocolate, as you can imagine,
44:36but fortunately I had experts on my table that do.
44:42And the minute you mentioned the price,
44:45they said this is not a mass distribution item.
44:49By mass I meant it would be in all quality supermarkets and...
44:54But it wouldn't. That's the point. It wouldn't.
44:56They'd got chocolates on the shelf up to £16.
44:58Yeah, they have.
45:00But those chocolates that you refer to, of £16 that sit on the shelf,
45:03have earned their position.
45:05They've earned their position because of the reputation of those chocolates.
45:08You're coming to the market with a new thing
45:11that would need to earn its position.
45:13This high-class bunch of chocolates that you produced
45:18would have to start off being sold in chocolate speciality stores.
45:23And so it wasn't a mass market product.
45:26That's a fair comment, that it would obviously need to establish itself first
45:30and, yeah, that would be a better strategy to take it to the market.
45:34OK. All right.
45:37Now, Yasmina, you went for the cheap end of the market, yeah?
45:42Yes.
45:44The other end of the rainbow, really.
45:47It sounds like it. Yeah.
45:49Tell me how you set your team to work.
45:53We started off a little bit higgledy-piggledy
45:55and we said, right, let's target the male market.
45:57And we went to visit a group of men
45:59and the feedback was that they wouldn't ever really buy chocolates themselves.
46:03I'd go along with that. Yeah.
46:05So I quickly thought, I think we need to change our target market.
46:09Who did the advertising?
46:11I did it with Howard. OK.
46:13And the idea was to have these young, kind of cool people
46:16sitting around plundering this box of chocolates?
46:20Yeah, the point of trying to get the electric shock in the television advert
46:24was that the feedback from these guys
46:26was that they wanted shocking flavours, interesting,
46:28and we were trying to create that buzz of interest.
46:31They weren't shocking flavours, actually.
46:35They might... They were shocking chocolates.
46:38The chocolate was the cheapest of the cheap.
46:41We had a very short amount of time with the Chocolatier.
46:44So did I, but their chocolates were...
46:47They tasted very, very good.
46:49Although they were quite expensive, they were excellent.
46:52Some of them were excellent.
46:54We were constrained, obviously, with price,
46:57and the way we were marketing our entire product was about the flavour.
47:01But, Jasmina, you were on the money on the financials.
47:05You were on the money with the packaging, in my opinion.
47:10The advertising, a little bit cheesy.
47:13I got the idea.
47:15You'd get there in the end with a bit more tweaking, a little more polishing.
47:19So that was good.
47:20But at the end of the day, the chocolates, they weren't very good.
47:23What I do think is if we had more time,
47:25and we were really going to take this to market,
47:27we could spend a week in that kitchen getting them absolutely spot on.
47:30I believe you could do that for that price with those flavours.
47:33The only thing we did wrong was not being in a position
47:35to be able to taste the chocolates once they'd been cooked.
47:37Everything else, we nailed spot on, I think.
47:40We pitched at the right market.
47:41She made some really brave decisions.
47:43When we did a bit of a U-turn on our first day,
47:45halfway through the first day,
47:46when we knew we were barking up the wrong tree,
47:48going after the male consumer,
47:50I thought that was very brave.
47:52I think we weren't actually that far from absolutely nailing this.
47:55This was my first opportunity to work with Yasmina,
47:58and it was an absolute pleasure.
48:00She remained focused throughout.
48:02She delegates well, she trusts well,
48:04and her enthusiasm is really infectious.
48:06She's got natural, raw talent.
48:08It's really that simple.
48:09She's got natural business.
48:10Credible winner.
48:11Absolutely.
48:12Absolutely.
48:13Don't let it slip through your fingers.
48:14Oh, guys. Thank you very much.
48:17They both are, to be fair.
48:18They're both very, very good.
48:21So, I'd just like to take this final opportunity
48:24in thanking you eight people to come back here
48:26and help the two finalists.
48:28Thanks a lot, and I hope to see you again in the future.
48:31Thank you so much.
48:46I've got a very difficult decision to make, as you know.
48:49I'm going to invite you to step outside
48:52while I discuss this with Margaret and Nick,
48:55and then I'll bring you back in here
48:58where one of you will be hired.
49:03Come.
49:09It was a tough task.
49:10They did well, really, considering.
49:13I put a lot of pressure on them here.
49:15I sat next to the marketing director
49:17of the biggest chocolate company in Europe.
49:19He said those two girls are fantastic.
49:21It would take his people months to do that,
49:23and he'd give them both a job tomorrow.
49:25I'm sort of proud of them, actually.
49:29She's tough.
49:30Trust me, she's very tough.
49:33She's a great manager.
49:34She's a great delegator.
49:35She's a great communicator.
49:37She really knows how to get the best out of people.
49:39Everybody likes working for her.
49:41That's a great attribute.
49:43From the word go, I spotted her as a bit of a star.
49:49A tough, tough decision.
49:57Hello.
49:58Could you send the two of them in, please?
49:59Yes, sir.
50:01Sir, I'll get ready for you now.
50:20Well, ladies, it's getting to that time now
50:23where I've got to make a very important decision.
50:26This will be the most difficult decision
50:29I've ever made in this boardroom,
50:31because you are two very, very, very good finalists.
50:36Kate, over the last 12 weeks,
50:39what do you think your greatest moments were?
50:43I think I've had a number of very successful tasks,
50:47certainly second week,
50:49where I won both of the pitches on the catering task.
50:53I was top salesperson on the soap task on the market store.
50:57Had a great week on the cereal task as project manager.
51:01I think, you know, I have performed consistently.
51:03I haven't had conflicts with other team members.
51:06I haven't got flustered,
51:07and I think that has been key to me
51:10being a successful team member throughout.
51:13People have said you're good at presentation and all that stuff,
51:16and, you know, quite clearly you are.
51:18I'm looking for somebody who's got more than just that.
51:22I wouldn't say that presentation is one of my greatest attributes.
51:25What are the others, then?
51:27I can sell. I'm a good negotiator.
51:30I've got good all-round business acumen,
51:32so I've got general business skills.
51:35What's your kind of goal in life?
51:37I mean, if you'd have gone out in week one, week two,
51:40or something like that, where would you be going?
51:42My next career move is key to me, really,
51:45at this age and this point in my career.
51:47I really need to start working in a company
51:50where I can develop my ten-year career plan to become a director
51:54as soon as possible with a large team beneath me,
51:57whether that's commercial director, sales director...
51:59Does title mean a lot to you?
52:01The kudos and the achievement, to be honest, Sir Alan.
52:04Hmm.
52:05Now, Yasmina, what have you learned over the last 12 weeks?
52:09What are your highlights?
52:10Well, the highlights for me were doing things that I'd never done before
52:13and finding out that I'd done them well.
52:15For example, that pitch yesterday was something that I was petrified about
52:19if I may say so, Sir Alan, because it was the final
52:21and I was up against the natural pitcher.
52:23I sort of pulled it off and everybody said that it was all right.
52:26And for me, that was such a massive personal achievement
52:29to know that I could do that and to know that now I can go on to do that again.
52:33I was very pleased to get three PM ships under my belt
52:36and to win all three of them.
52:38I found myself being either a very good project manager
52:41or being by the side of whoever's project managing that task.
52:44You, unlike Kate, have got your own business.
52:48You've got 20 people employed on and off?
52:51Yeah, on and off, approximately, yeah.
52:53But at 27 years old, that's quite an achievement, really.
52:57No?
52:59I would say that it's an achievement.
53:01I'm definitely proud of what I've done.
53:03But I'd say...
53:04You understand my dilemma, do you?
53:06I do understand your dilemma, Sir Alan, yes.
53:08You don't want to take a risk on me,
53:11but in my opinion, letting me slip through your hands,
53:14as one of my peers said, would be a much bigger risk.
53:19I don't want to put 20 people out of work.
53:21But I've got flesh and blood, my brother,
53:23that's going to carry on that business and keep those 20 people employed.
53:27All that I should say to you, the fact that I've got my own business
53:30and I employ 20 people and I've made it fairly successful,
53:33is that I'm damn good at what I do
53:35and that I've got a creativity about me and I've got a spark about me
53:39and that I'm a risk-taker.
53:40I've got something different about me,
53:42but right now I'm eager to learn, I'm determined.
53:45I've got so much more to learn than just having a restaurant
53:49and I really want to achieve that.
53:55Well, ladies, you have different skills, as you've said,
53:59and that's why it makes it so hard for me.
54:03But I have to make a decision today.
54:07Kate, I'm thinking about my organisation now
54:11and I'm thinking about where you can slot in.
54:16And what would worry me would be if it's only sales and presentation,
54:20I'm wondering whether I could afford you the time to move forward
54:24and what it would be and what direction it would be.
54:27Yasmina, I think of myself at your age,
54:31and in fact I was nine years younger than you when I started my business
54:36and it was maybe two years later than that
54:40that I could honestly say that I was made.
54:43I didn't have fortunes, I didn't have loads of money,
54:46but what I did know is I didn't need anybody else.
54:50I knew that I could do it myself.
54:53And I think you can do it yourself.
54:56You've done it.
54:58And in a funny way, will I be depriving you of that opportunity
55:02and will you be resentful of that in the course of the next few years?
55:08And there is the dilemma that I have.
55:12It's a tough decision.
55:15You are the best that I've ever had in the final in this boardroom.
55:19That I promise you.
55:31My instincts are telling me
55:35that I can do it.
55:46Yasmina, you're hired.
55:53Amazing, thank you.
55:57Oh, excellent, you won't regret it. I'm going to be the best apprentice you've ever had.
56:01I promise you that. Thank you very much.
56:29I do wish Kate all the best. She's such a nice girl.
56:33But I don't feel guilty for winning.
56:35I worked so hard and I kept my head down
56:38and just kept going and kept going and kept going,
56:40but I do think that I deserve to win.
56:45Fifteen candidates.
56:47One job.
56:49Sir Alan's search for his apprentice is over.