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00:00This is a job interview from hell.
00:05First prize, you get to work for me.
00:08Second prize, don't exist.
00:10From across the country,
00:1215 of Britain's brightest business prospects have come to London.
00:16Pressure. That's what business is all about.
00:19Pressure. Are you tough enough to put up with it?
00:22They're here to compete for a job with a six-figure salary,
00:26working for Britain's most belligerent boss.
00:29You ever open your mouth like that again
00:31and don't even bother to come back in this boardroom?
00:34Do you understand me?
00:36Famously hard to please,
00:38Sir Alan Sugar controls a vast business empire.
00:42Once again, he's on the hunt for an apprentice.
00:46You didn't sell, you didn't sell, and you didn't sell.
00:49Order book. Zero.
00:51What the hell's gone wrong here?
00:54To land their dream job...
00:56I shouldn't be having this much fun when we've not solved anything.
00:59...the candidates need to work as teams.
01:01Do you want to be project manager? I'll be project manager.
01:03But I need you to just...
01:04What do you want me to do? Bow down and kiss your feet?
01:05...but shine as individuals.
01:07I'm just having such a fantastic time.
01:10If you're not fast with this, you're going to be last with this.
01:13Because in the end, there's only one job.
01:16You're fired. You're fired. A total mess. You're fired.
01:29Previously on The Apprentice...
01:31We're going for interviews.
01:34The five remaining candidates faced a grilling
01:37from four of Sir Alan's toughest business colleagues.
01:40I've had a look at the accounts for your restaurant.
01:43Have you got my business accounts there?
01:44I do.
01:45How do you get hold of them?
01:46It's a public document.
01:47Oh, okay.
01:48She's loud, obnoxious and inexperienced, swearing, telling colleagues to eff off.
01:53Have you ever told somebody to eff off at work?
01:55Yeah.
01:56I'm dying to know what this unique gift you've got is.
02:00What is it?
02:01I do spot things that other people might not spot.
02:04The last man standing got one last shot.
02:08I want it to almost be like he's Willy Wonka
02:11and he's giving me the keys to the factory.
02:13But in the boardroom, the factory doors were shut.
02:16James, with regret, you're fired.
02:23It's been brilliant.
02:26Lorraine failed to see what was coming.
02:28You're fired.
02:30Thank you so much for a great opportunity.
02:32And then there were three.
02:34Kate, you're in the final.
02:37Yes.
02:38Left with a choice between Yasmina and Deborah, the decision was made.
02:42If you take care of your character, your reputation will take care of itself.
02:46Deborah, you're fine.
02:51Now just two remain to fight for the chance to become The Apprentice.
03:00Good morning.
03:01This is Sir Alan's office calling.
03:02Please be ready in half an hour.
03:15Your cars will be outside to take you for your final briefing with Sir Alan.
03:31Bye.
03:32We have half an hour.
03:36Honestly.
03:37Kate and Yasmina now face Sir Alan's final test.
03:42By the end of this week, one of them will be his apprentice.
03:45The job is actually in sight, so there's a lot more pressure on.
03:50Coming second or coming 20th, it's all the same thing.
03:54Winning is what it's about, because I really want that job.
04:10Bankside, on the Thames.
04:13Among the arches and refurbished warehouses, Kate and Yasmina head for their last briefing from Sir Alan.
04:20Well, good morning, ladies.
04:33Good morning, Sir Alan.
04:35You're in the final.
04:37You've done exceptionally well so far to get where you are, but this time, everything's at stake.
04:43This is the task that I'm going to make my decision as to who is going to be my apprentice.
04:49As you would expect, this task is going to be a hard one, so you're going to need some assistance.
04:56Yasmina, heads or tails?
05:10Tails, please, Sir Alan.
05:12Tails it is.
05:14I would like to take the Howard, please.
05:17Kate?
05:18Ben, please.
05:21Lorraine, please.
05:23Deborah, please.
05:26I'll have James, please.
05:31Over to you, Kate.
05:37Kim.
05:44And your final team-mate, Yasmina.
05:46Come on, Philip.
05:48Sorry, Rocket.
05:52Rocky, there's your opportunity to work with Kate.
05:55Go over there.
06:02Now, your final task is to create and launch a brand new box of chocolates.
06:09Not only will you have to create your chocolates, but you're going to have to come up with an eye-catching marketing campaign.
06:17Now, this space might be empty now, but in three days' time, this is where you're going to launch your campaign and your chocolates.
06:25I've invited some of the most important people from the world of chocolate and advertising, and you'll be pitching to them.
06:33And after the event, we'll all meet in the boardroom where one of you will get hired.
06:40So, everything clear?
06:41Yes, Sir Alan.
06:42Yes, Sir Alan.
06:43OK, off you go.
06:44Good luck.
06:50Chocolate, sugar, cocoa and milk, but also big business.
06:56From handmade truffles to supermarket selection boxes, the chocolate industry is worth over three and a half billion pounds a year.
07:07Today, the teams must start creating their chocolates.
07:11In three days, they must launch them to the world.
07:14Oh, the final.
07:16Right, lovely to see you all, lovely to have you all back.
07:19From offices at a top London advertising agency, their first task, identify a target market.
07:26Do you think we should be aiming more at females, or should we go after the male area where there aren't so many chocolates out there in competition that are pitched at guys?
07:35Shouldn't we just do something that's fun and different and quirky, so that it's what's special about it?
07:40What have you done different that's going to make people go, you know something that's really clever?
07:42Yeah.
07:43For me, that's what I would be looking at.
07:45Going on from that, then the idea of selling a box of chocolates to a woman to buy for a man is completely quirky, because it's never been done before.
07:52I think that's a great idea.
07:54The woman's still buying them for him, and it's a male-orientated product.
07:57Yeah, I quite like that.
07:58OK, guys, we're going to choose a box of chocolates that is targeted towards men.
08:04OK.
08:05We're redoing it.
08:06Alright.
08:07There's been a lot of chat about going down the female market.
08:10Yeah.
08:11Do you reckon that there could be scope to go down a sort of sharing idea between a couple?
08:18If you're going to go down a more romantic route.
08:20OK.
08:21So romantic part.
08:22Do you know what I mean?
08:23Because chocolate can be quite sensual and naughty.
08:26Do you know what I mean?
08:27Naughty?
08:28OK.
08:29Yeah.
08:30You could sort of make it like having a threesome with your box of chocolates.
08:33Ben, you haven't been out.
08:36Do you know what I mean?
08:37I'm trying to get an idea done together, you know?
08:39Yeah.
08:40The idea of both of you together eating the chocolate.
08:42Could you have a box where it was clearly differentiated inside that box that half was for her and half was towards him?
08:48So does it fit into that whole idea that you're buying her a treat but you can also share in it as well?
08:53I really like it.
08:54That his and hers idea a lot.
08:56The romantic sharing his and hers chocolate.
08:59I don't think I've seen anything like that on the market at the moment.
09:03It's the most important task of your life.
09:05Of your life.
09:06Of your life.
09:07Of our lives.
09:08Brilliant.
09:09Right.
09:10Markets identified.
09:11The teams now need a brand name and a box.
09:14Right.
09:15Let's think along the lines of love and romance.
09:18I've got an idea for a box.
09:20OK.
09:21Go on then.
09:22But it's really, it really, and you can tie it in with the name but it's really, oh, it's quite strong sexually.
09:29What is it?
09:30Is it two people having sex?
09:32No, just.
09:33Is that a 69 on the page?
09:35That's a 69 on the page.
09:37Do you see where I'm coming from?
09:38Oh, yeah.
09:39Oh, there it really is.
09:40I thought she was joking about the 69.
09:41I'm being deadly serious.
09:43Think about breaking with the conventions.
09:45Ben, there is absolutely no way in the world I am standing up in front of a group of experts and saying,
09:50look at our box, it's shaped like a 69.
09:53No way.
09:54Fine.
09:55Right, Ben.
09:56This is about romance.
09:59Right.
10:00And passion.
10:01We draw the line at sexual acts.
10:03Lunchtime in the city of London.
10:06Gentlemen, we're here to pick your brains today.
10:09A break for the financial boys and a chance for Yasmina to test the chocolates for men idea.
10:15Does your girlfriend, partner, whoever, buy you chocolates?
10:21No.
10:22No.
10:23OK.
10:24Right.
10:25Right.
10:26Right.
10:27We need to make some decisions.
10:28We buy it anyway to give away rather than to receive.
10:30So if my girlfriend bought it for me, I think that was a bit odd.
10:32You don't want to have a product that is purely for men.
10:35Otherwise you're limiting, you know, half of the population already.
10:37There's no way a woman's going to buy it and think it's purely for the guy.
10:41Yeah.
10:42I think it's quite a tricky sell you've got.
10:43OK.
10:44Right.
10:45Right.
10:47Right.
10:49We need to make some decisions.
10:51We're still OK with this dude thing.
10:53Oh, it's just so hard when they say it's a rubbish idea, isn't it?
10:57Well, that's what we're trying to do, Yasmina.
10:58We're trying to do something that hasn't been done.
11:00You know, let's say it with Pants Man.
11:02You know, people didn't get it at the time, but I tell you something, it will eventually.
11:05And...
11:06Well, no, that's a rubbish example, Phil.
11:10This task at this stage feels daunting.
11:13Today it's just trying to think of ideas, trying to be creative at the same time as trying
11:16to map out exactly what's going on.
11:18So, yeah, it's a test.
11:20The idea, we'll stick to it.
11:22It's a great idea.
11:23Let's just now think about how we're going to make it clear and sexy and racy.
11:28You know, we just need to come up with a name.
11:31Coco for men.
11:33It's chocolate for men.
11:36James?
11:37I don't like it.
11:39Doctor Coco.
11:41Captain Coco.
11:44Chocolate.
11:46As in, it's chocolate and it shocks you.
11:48It's a bit tacky.
11:50Chocolate.
11:51Coco electric.
11:53Coco electric.
11:54That's basically what it is.
11:57Coco electric.
11:58It's simple.
11:59It's crystal electric.
12:00And then we could have the whole display to be like electric shock.
12:02It'd be wicked.
12:03Yeah, like lightning.
12:04Like...
12:05Like a new brand coming to town.
12:07Coco electric.
12:08Coco electric.
12:09For him and for her, it's part of an experience.
12:14It's the chocolate story.
12:15All the flavours are going to reflect the romance element.
12:18At an upmarket retailer, Kate checks out the competition.
12:22We're talking about targeting women that have come to the supermarket, they've got a bottle of wine for their night in, and they also would like a really nice box of chocolate to share to make that night special.
12:34So, I think, if that's our concept, I don't see anything that's doing the same thing.
12:39Exactly.
12:40So, I think we have got something quite different.
12:41Exactly.
12:42Different.
12:43Top end is 16 pounds.
12:44Low end is about 6 pounds.
12:45Looking here, I'm thinking in the range of 8 to 9 pounds for 18 chocolates.
12:52Is it Coco electric?
12:53It's already a brand?
12:54Do you know what you mean?
12:55We're already thinking like it's a brand.
12:56No, exactly.
12:57We are.
12:58We've got it in our heads, haven't we?
12:59Armed with a brand name, an opportunity for Yasmina to get a second opinion on Coco electric.
13:06There are no chocolates out there that are branded specifically for men.
13:10So, first of all, I'd like your reactions to that as a concept, as a commercial concept.
13:14Who eats chocolate, men or women?
13:17Mostly it's women.
13:18Very few men actually seem to really get off on eating chocolate.
13:22Yeah.
13:23Well, it's an interesting idea.
13:24Right.
13:25Is that the consensus?
13:26Yeah.
13:27Okay.
13:28Really, if you guys are saying that it's women that eat the chocolate, then we're feeling like we might be pushing,
13:35trying to push boundaries a little bit too far.
13:40I think, you know, we really need to look at this.
13:42I think we're really, really struggling to make this work with the whole guys thing.
13:45I think the chocolate electric name is really good.
13:47I think if we look to go down...
13:48Coco electric?
13:49Coco electric, yeah.
13:50The name's awesome.
13:51All about the flavours.
13:52We can get some crazy flavours going on.
13:54But something that's really electric, the flavours are completely different.
13:56So then our theme would therefore change from being aimed towards men to just being aimed towards...
14:02Everybody.
14:03It's exciting.
14:04It's exciting.
14:05It's an exciting new flavours.
14:06It's shocking.
14:07Yeah.
14:08Something completely wacky out there, yeah.
14:09Yeah.
14:10We haven't got a brand name as of yet, but there are going to be like one set of chocolates
14:17for the guy, one set of chocolates for the girls, and one to share or to fight over.
14:22Back at the agency, Kate is briefing her box designers.
14:26You had a great idea, and I think it's much better than mine.
14:29Well, I'm not sure about it.
14:30It was just an idea, and it was around having it a little bit like a chest of drawers, so
14:33kind of stacked to pull out.
14:34You could stack it, or you could do it flat as well, couldn't you?
14:37You could always do just a very simple box that there's a little lift out drawer, and
14:42then inside it could be his, hers, and then...
14:45To share.
14:46To share.
14:47Yeah.
14:48I like the idea of that.
14:49To be fair to Kate, she's come up with a new thing.
14:52Three drawers, him, her, and one to fight over.
14:56Not bad.
14:57Now all we need is a good name.
14:59I like the idea of togetherness.
15:02Pairs, two hearts, perfect match.
15:06Two's company.
15:08Third time lucky.
15:10It's too weak.
15:13Dark chocolate and chilli.
15:18Chilli.
15:19Yeah.
15:20Have a taste.
15:21The other half of Kate's team, Deborah and Rocky, have been told to create romantic flavours
15:27for the his and hers mid-priced chocolates, to help renowned chocolatier Paul Young.
15:33There's something called Mark de Champagne now.
15:36Take care.
15:37Have a smell.
15:38Ooh!
15:39It will give that champagne edge to your chocolates.
15:42A strawberry puree.
15:43Have a little taste each.
15:45That's quite sweet.
15:46Ooh, it could go with that.
15:49It could come really nicely with that.
15:51So, milk chocolate with strawberries and champagne, would that be expensive?
15:54Would it massively make a massive difference?
15:56I think it would be expensive.
15:58The ingredients you're looking at, they are very sophisticated, especially sea-salted caramel
16:02and lavender, etc.
16:03You've picked really fantastic flavours here.
16:05Is there leeway for you to lift your price of your box of chocolates ever so slightly?
16:09Maybe we'll have to go back to Kate and say that maybe we're a couple of pounds dearer
16:12than what she anticipated.
16:13But because of the content of what we've got.
16:16Hello?
16:17These chocolates.
16:18They're actually very, very specialist, very, very sophisticated and they're quite aspirational.
16:23So, you would have to recommended retail this between £13 and £16.
16:29I think £13 is going to be a little bit more expensive than I was hoping for.
16:34But I certainly wouldn't be charging any more than that.
16:37Because you've got to think about what you'd be prepared to pay for a night-in box of chocolates.
16:42At £13 price point, is it a commercially viable product?
16:47Yes.
16:48OK.
16:49I do like that idea of it being quite a long thin box that just gets even bigger.
16:59With the team now going for Yasmina's cocoa electric idea, the next job, an eye-catching package.
17:06If we're going down, shocking chocolates, shocking flavours, electric is going to be in the name,
17:11then a cohesive message is a box that's got a lightning bolt on it.
17:15So, it starts like that. I quite like it off centre as well.
17:18Is it almost like a broken cracker?
17:21A little bit.
17:23Is it?
17:24That's the front.
17:26Black with your bright pink lightning bolt off centre and then you pull it out.
17:31Mmm.
17:37Cheap stuff always works for me.
17:39White chocolate's my favourite.
17:41To fill the shocking box, Yasmina is after some shocking flavours, on a budget.
17:47It needs to be commercially viable, coming in at around £5 for a box.
17:52To help, leading chocolate maker Gerard Coleman.
17:56Coriander seeds.
17:57Coriander seeds. Very orangey.
17:59Carrot and...carrot and...orange. Coriander and orange.
18:02Oh, they are.
18:03Mmm.
18:04That is lovely.
18:05Oh, hang on a minute.
18:06Coriander and orange is nice.
18:07What about caramel and pink pepper?
18:09You know something, it's quite fragrant.
18:11With the caramel.
18:13Would that...
18:14You know the old-skill Popman candy?
18:15Yes.
18:16You know, space dust.
18:17Have you tried that in chocolate before? Does that work?
18:18It does work.
18:19That's the business.
18:20Then you've got these.
18:21Yeah, have them, have them.
18:23That's the business, isn't it?
18:24It's floating in your tongue.
18:25Memories come floating back.
18:26That could go with maybe the chilli because it's explosive.
18:28That'd be cool.
18:29Yeah, it's a perfect one.
18:30So, explosive chilli.
18:31Good idea.
18:328.30pm.
18:35With a print deadline to meet, Kate must settle on a brand name.
18:39Ben came up with the idea Intimate Chocolate Co, which I like because it's going to be a luxury brand of chocolate.
18:46Intimate is fine as well.
18:48And then...and then keep your for him, for her to share.
18:51They have not come up with a particularly exciting brand name.
18:55In fact, I worry about the brand name Intimate.
18:58Frankly, it sounds sort of something to do with feminine freshness rather than chocolates.
19:04Hey, guys.
19:05Hello.
19:06You all right?
19:07Hello.
19:08We haven't got long left.
19:09Intimate as a name, I wouldn't think chocolate.
19:15I might think intimate products.
19:18It's a bit risky.
19:19I think it's a bit weak.
19:20I don't like...I don't like those colours.
19:23I just think it...it looks like a box of Tampax.
19:28Sorry.
19:29It just doesn't look to me like a box of chocolates that I would see and go, oh my God, what are they?
19:34How long have we got?
19:35Let's have a quick think about them.
19:36We've got ten...we've literally got ten minutes.
19:38We can change the name in ten minutes.
19:39You don't want to call it his and hers chocolate.
19:41You don't want to call it share and share alike.
19:42Could you call it chocolate desires?
19:44Chocolate love.
19:46I love...
19:47Last minute changes.
19:49I'm just trying to think of things, anything that's different.
19:52Well, you can absolutely throw me into turmoil, guys.
19:54I'm sorry, I'm sorry.
19:55No, it's fine.
19:56I'm more flustered and stressed about this task than any I've been on before
19:59because it's just so much more important to me.
20:03What's love in French?
20:04Amour.
20:05Choc amour.
20:06Choc amour.
20:07Is that a bit tacky?
20:08I don't know.
20:09I quite like choc amour.
20:10It's got the chocolate.
20:11It's got the love.
20:12French.
20:13The language of love.
20:14Should it be choc amour or choc damour?
20:15What does it mean though?
20:16Choc?
20:17Of love.
20:18Choc of love?
20:19It's the chocolate of love.
20:20I like that.
20:21Choc damour.
20:22I like it.
20:23Choc damour.
20:24I like it.
20:388am.
20:39A delivery from the printers.
20:41Oh, lovely.
20:42That's really clever.
20:43And I'll sit in there.
20:44I like the box.
20:45Shocking.
20:46Looks great.
20:47For a fiver.
20:48Awesome.
20:49That's a nice coloured box.
20:50That is quite elegant actually.
20:51Chocolate for him for her to share.
20:52Very nice.
20:53Yep.
20:54I think it looks so close.
20:5536 hours from now, Kate and Yasmina must pitch their new chocolates to industry experts and
21:07Sir Alan.
21:08Sir Alan.
21:09Today, they must prepare their launch venues and shoot their TV ads.
21:15Okay, are we good to go?
21:16The models are ready whenever you need them.
21:17Yep.
21:18In a final moment, the models are ready whenever you need them.
21:20In a final moment, the models are ready whenever you need them.
21:23In a five-star hotel suite, Kate and Kimberley set the scene for their commercial.
21:42Kimberley's your director for today.
21:44I'm not your director for today.
21:45I tend to go, once I get started, I tend to go much faster.
21:48I'm going to be here looking at the monitor just to make sure I'm happy with the shots.
21:52And action.
21:53Hey, give me the chocolate.
21:54Come on.
21:55I am.
21:56Are we good today?
21:57No, you can taste it.
21:59The story, a romantic night in, sharing a box of shock d'amour.
22:04Perfect.
22:05Good, good.
22:06Keep flirting.
22:07I love it.
22:08Just keep doing a lot of it.
22:09I'm just going to play with it later.
22:10Next shot is the same exact thing.
22:11Faster, please.
22:12Ready?
22:16Oh, look at the color.
22:17Absolutely gorgeous.
22:18They look like gobstoppers.
22:19That's hilarious.
22:20Shall we try a strawberry and basil?
22:22On their set in a South London bar, Yasmina and Howard get a first taste of cocoa electric.
22:29Chocolates flavoured to shock.
22:31You can taste basil immediately.
22:33Well, which one do you think I should try?
22:34Do you want to try some chilli?
22:35I like the blue touch paper.
22:48We want to introduce people to these flavours without them being put off by it.
22:52What do you think, Margaret?
22:53I'm still waiting for the explosion.
22:54Oh, that's lovely.
22:55Margaret, come on then.
22:56No, no, I think one's enough.
22:58Oh, wow, guys.
22:59A dance studio, East London, where Yasmina's team has booked dancers for tomorrow's presentation.
23:03Are you sure it was a shake?
23:04A cabaret shake, sort of thing.
23:05Yeah, that's what I'm talking about.
23:06Oh, that's what I'm talking about.
23:07Yeah, that's what I'm talking about.
23:08Yeah, that's what I'm talking about.
23:09Yeah, yeah, yeah, yeah.
23:10All pop back in with the thing into the centre and then, yeah.
23:14Oh, yeah.
23:15Oh, yeah.
23:16Choreographing estate agent Philip.
23:17So two pops and then try their big, nice and snubby and electrified.
23:24Five, six, seven, eight, one.
23:29Oh, yeah.
23:30That's what I'm talking about.
23:31Yeah, that's what I'm talking about.
23:33Yeah, that's what I'm talking about.
23:34Yeah, that's what I'm talking about.
23:36Yeah, yeah, yeah, yeah, yeah.
23:37All pop back in with the thing into the centre and then, yeah.
23:40Oh, yeah.
23:41Five, six, seven, eight, one, two.
23:44I could tell Philip was in his element here.
23:46I know secretly he's the sort of guy that probably dances in front of the mirror at home with a hairbrush,
23:50singing Carly Minogue songs.
23:51So here was his chance to live the dream.
23:53Maybe work around the group in synchronisation.
23:56Wow.
23:59Yeah.
24:02Now, the box of chocolates is magical, it's electric, right?
24:04So you're going to be shocked as you're opening it, okay?
24:07So, shocking, all right?
24:09And then when you put it in your mouth, like, act shocked, yeah?
24:14Directing her own ad for Coco Electric, Yasmina.
24:18Action.
24:28Look shocked.
24:30Look shocked.
24:31Oh!
24:34And cut.
24:35Perfect.
24:36Excellent.
24:41Sorry, did you say this is all being basil?
24:44Yeah.
24:45Didn't like it.
24:47Can I spit it out?
24:48No.
24:49No.
24:50I'm just a little bit disheartened with the sort of quality of everything, but I think it's going okay.
24:54We've got the shots that we want, and I think we're going to have the material that we need to do a good edit later on.
24:59We're starting a new box of chocolates.
25:00Okay.
25:01And the concept is a sort of couple's concept.
25:02For Kate's team, Ben and Deborah are on the hunt for props to create a romantic setting for the shock d'amour show.
25:14What we've got to do is sort out for Kate when she's doing a presentation a backdrop, which is nice.
25:19Let's talk and walk, by the way.
25:20Yeah.
25:21But we also need, on our 13 tables, to dress them with something.
25:23There's tons and tons of different candelabras, yeah?
25:25We probably don't want them too big, do we?
25:26Okay.
25:27Do you provide candles with them?
25:28We can give you candles, yeah.
25:29We'll sort that out later.
25:30Does she need a lectern to present from?
25:32Yeah.
25:33Do you want to go gold?
25:34Do you want to go silver?
25:35Silver.
25:36Silver.
25:37Okay, cool.
25:38We'll go this way.
25:39Thanks.
25:40I think it's just trying to understand the practicalities of what you're doing.
25:43Turn over.
25:44And action.
25:45Thank you so much.
25:47I love you.
25:48On set, Kimberley's romantic night in isn't turning Kate on.
25:53I love you, too.
25:54Cut.
25:55Great.
25:56Moving on.
25:57This isn't a criticism of your work, so I know we've all agreed the advert, but a nagging doubt
26:01is that, because it's all perhaps a little bit cliche, a little bit 1980s kind of stage, what
26:07would be good is if the twist was she could whip his tie off, tie his hands here, we could
26:13have Tammy, chocolate all around her face, stuffing her face with the share box.
26:18Okay.
26:19No problem.
26:20I don't mind just smearing chocolate all around your face.
26:22We need something to tag you with.
26:23Literally.
26:24Do you mind?
26:25Mmm.
26:26How's this looking, guys?
26:27If we put the strawberry in his mouth, I don't know if I like that or not.
26:31And action.
26:32Go on, really fight, then.
26:33Fight, fight, fight, fight.
26:34Get off that couch.
26:35Can I hear him struggling?
26:36Can I get a from you?
26:37Mmm.
26:38Mmm.
26:39Mmm.
26:40Oh, you want more chocolate?
26:42Mmm.
26:43Mmm.
26:46Kate has stepped in and transformed Kimberly's rather traditional promotional video.
26:50She's given it a bit of bite at the end, she's given it a twist, something was needed,
26:55and we'll have to wait and see whether this was enough.
26:58I want one of this, please, Kim, and then I want one with the chocolates and the remote control
27:02as an ending shot.
27:03Right?
27:04Kim, this is just an option.
27:05Okay, fine.
27:06Do you want a chocolate?
27:07Mmm.
27:08Mmm.
27:09Coco Electric.
27:10Oh!
27:11While Yasmina edits her commercial.
27:12Oh, dear.
27:13The rest of her team are designing a poster to go with the box.
27:26I think that's cheesy.
27:27I think that's just too obvious.
27:29If we had the balls, what we really should do is just take that picture and put the name
27:33on the front of it.
27:34Just start on its own.
27:36You know, that's our brand.
27:38I think that might actually be a good shout.
27:41I mean, it's just, it's ball, it's your, basically, you've got balls to do that really, haven't you?
27:46Yeah.
27:47Don't you think?
27:48Yeah.
27:49Who loses Empire One coming over?
27:50Yeah.
27:51Basically, what we've done is put the logo, just massive and central, on one sheet and it's
27:55basically black with the logo and the tagline.
27:56Look at that.
27:57And it looks sexy as, I mean, it looks awesome.
27:59Do you know what, Yasmina?
28:00I bloody agree.
28:01I love it.
28:02I love it.
28:03I love it.
28:04I love it.
28:05I love the idea.
28:06The ball is so powerful.
28:07It's just frightening.
28:08It's awesome.
28:09Absolutely awesome.
28:10Okay, roll with it.
28:11Let's do it.
28:12I'm game.
28:13That's what I'm talking about.
28:1611pm, alone in the penthouse, Kate and Yasmina, 24 hours before the launch.
28:32No one is immune from getting stage fright.
28:35I have presented in front of a large number of people before and I was fine, but it's not
28:41to say that I won't end up in a complete panic or really stressed tomorrow.
28:45So, at this stage, yes, I'm feeling confident because that's just the only state of mind
28:51to have really.
28:52I'm really looking forward to tomorrow night.
28:54I'm looking forward to Sir Alan being there.
28:55I'm looking forward to the attention of it all.
28:58The drama of the whole night is just going to be the most exciting night of my life and
29:04I can't wait.
29:05It's going to be more exciting than getting married.
29:15The day of the pitch.
29:18For the final time, Yasmina and Kate lead their teams into battle.
29:29Eight hours from now, 100 experts from the chocolate industry will gather in these two
29:34halls, guests of Sir Alan.
29:37Wow.
29:38Beautiful.
29:39I love this lecture.
29:40Do you like it?
29:41Yeah, it's gorgeous.
29:42Good.
29:43It fits in with the passion theme, doesn't it?
29:44It does.
29:45I really like it.
29:46Cocoa electric.
29:47Chocolate.
29:48This looks really, really cool.
29:49Yeah.
29:50It's good, isn't it?
29:51Yeah, it's really good.
29:52Mmm.
29:53On stage, a chance for the finalists to rehearse.
30:02Good evening, ladies and gentlemen.
30:03Welcome to the launch of Choc D'Amour, the new luxury box of chocolates for the UK market.
30:08Staying in is the new going out.
30:11This is my opportunity to really impress Sir Alan and make my mark.
30:15This is reflected in the romantically themed flavours.
30:19I need to focus on delivering it with passion, with commitment and absolute belief in the
30:24product and brand.
30:25Can I get the pack shots by the entrance, either side?
30:29One there, one there.
30:30Cheers, mate.
30:31This is going to look good.
30:33The world relies on electricity for energy.
30:38Electricity shook up the world's energy.
30:43Okay, I understand what you're saying.
30:45I'm not sure if it's clear.
30:46Does it make sense?
30:47Hmm.
30:48Okay.
30:49My presentation style's pretty shit, basically.
30:52That's completely what it is.
30:55And now, ladies and gentlemen, let me talk to you about the important issue.
31:00Now, ladies and gentlemen, let me talk to you about the important issue of price.
31:04Okay, it's what practising is for, isn't it?
31:06Yeah, yeah, absolutely.
31:07I'm not going to stand here and say that, no, within two hours I'm suddenly going to become
31:10Martin Luther King.
31:11It's just not going to happen.
31:12Let's get moving, guys.
31:13I can't wait for it to be all over.
31:15You'll be fine.
31:16We're all fine.
31:17We're all fine.
31:18The scene is set for the type of evening that many women would desire.
31:23Cocoa, electric, flavoured, to shock.
31:287pm.
31:29The doors are open.
31:30The cream of the chocolate industry arrives.
31:45Just get out, ladies and gentlemen.
31:54I get this.
31:55I can't wait.
31:58First up, Kate and Shock Dermoo.
32:07Kate and Choc D'Amour.
32:20Good evening, ladies and gentlemen, and welcome to the launch of Choc D'Amour, the new luxury
32:26brand of chocolate for the UK consumer market.
32:30The brand concept is all around a shared romantic experience for couples.
32:37Underpinned by the strapline, chocolate for him, for her, to share.
32:44With the current economic climate, staying in is the new going out.
32:50Choc D'Amour offers a way for ladies to treat themselves, to treat their significant others
32:56to a fun and enjoyable and romantic evening in together.
33:01Now, if you haven't tasted the chocolates, please take the opportunity to do so now.
33:07I can tell you that they're absolutely delicious.
33:10There are six different flavours and they've all been given a romantic name.
33:15The recommended retail price for Choc D'Amour is £13.
33:20I feel that that's really good value for money.
33:23£13 is a lot of money.
33:25I see Choc D'Amour being sold at any high-quality retailer, as well as supermarkets, duty-free,
33:32in fact, anywhere that you might find chocolate lovers.
33:35It's quality, it's romantic, but it's also got a playful and mischievous edge,
33:41which you'll see in our advertisement campaign.
33:46Choc D'Amour is all that I can give.
33:49For her? For him?
33:52Oh, wait.
33:54No, it's nice.
33:56Oh, my God.
33:59Ah!
34:00Close your eyes.
34:09Choc D'Amour.
34:11Romantic chocolate for him, for her, to share.
34:23I really believe that Choc D'Amour offers the retailers a chance for them to provide their
34:28customers with a fun and romantic experience for couples.
34:33It really is more than just a box of chocolates.
34:42So, who wants to go first?
34:45I was kind of gradually being sold this amazing box of chocolates, and I suddenly heard the
34:50price.
34:51Okay.
34:51£13 for this box, which seems to be quite mainstream to me in terms of its positioning
34:57and its advertising.
34:59Tell me what was behind your very ambitious pricing.
35:03From seeing what else is out there on the supermarket shelves with similar ingredients, similar quality
35:08of chocolates, and a similar number of pieces, £13 seemed to be the right price point.
35:15I think lots of those chocolates were absolutely delicious, and thank you for giving them to us.
35:19You're welcome.
35:20I've given them a very high price.
35:22I'm worried about your margin, and what money you're going to be making on this, and have
35:26you thought that through?
35:27I'm confident that there's going to be enough margin at a £13 retail price, you know, for
35:33there to be profit for everyone involved, and enough profit for everyone involved.
35:38Great.
35:40We're out of time now, so thank you once again, and I hope you enjoy the rest of your
35:44evening.
35:45Thank you very much.
35:46I need a glass of wine for some more of those chocolates.
36:04Let's bring the chocolates.
36:08Next door, the scene is set for Coco Electric.
36:12As guests take their seats, it's Yasmina's turn.
36:21Oh, God.
36:22Stop it.
36:23Stop panicking.
36:24Stop it.
36:25OK, sorry.
36:25You're putting yourself in a sweat now.
36:27OK, let me...
36:28Breathe.
36:29Breathe.
36:30Breathe.
36:30Breathe.
36:30Breathe.
36:30Breathe.
36:30Breathe.
36:31Breathe.
36:32Breathe.
36:33Breathe.
36:34Breathe.
36:35Breathe.
36:36Breathe.
36:37Breathe.
36:38Breathe.
36:39Breathe.
36:40Breathe.
36:41Breathe.
36:41Breathe.
37:09It's can't.
37:10Ladies and gentlemen, welcome to the launch of Cocoa Electric 2009.
37:21Let's start with the name, Cocoa Electric.
37:25It symbolises a simple idea, chocolate, which is electrifying.
37:34Take a strawberry, all right, add some basil, and what do you get?
37:39A Cocoa Electric.
37:41Take an orange, add some coriander, and what do you get?
37:47A Cocoa Electric.
37:49The slogan, they're chocolates which are flavoured to shock.
37:53Now, I know not all of you have the box, but I've got one here.
37:56It's black, it's streamlined, it's elegant, and it's sexy.
38:01When you open the box, you can see the formation of the electric shock come to life in your own hands.
38:06And now let's get down to business.
38:11The all-important question of price.
38:13One box of 18 chocolates, I would recommend to the retailer to price it at £6.
38:19In this way, we can bring new, modern, and funky flavours to the mass market, Cocoa Electric.
38:28And now to the fun part of our campaign.
38:31So sit back in your seats and enjoy the premiere of the TV commercial for Cocoa Electric.
38:38Danger, danger, high voltage, when we touch, when we kill.
38:58Danger, danger, high voltage, when we cut, when we kiss, when we touch.
39:05Danger, danger, high voltage.
39:15I would like to leave you with one final thought.
39:19Over a hundred years ago, electricity shook this world.
39:25Now, Cocoa Electric is going to shake up the British confectionery market.
39:30Thank you very much for your time, and I would like to welcome any questions, please.
39:41The lady with the blonde hair.
39:44I just wonder in which reality, getting an electric shock is a good experience.
39:48Getting the electric shock, we didn't want to go down the route of lightning actually striking you.
39:56But that sensation of feeling something different, you know, that's what we hope to achieve from the campaign.
40:02Do you think these flavours work?
40:04Have you tried them, sir?
40:06No, absolutely, I'm sitting here trying them, yeah.
40:08Everybody has given us positive feedback.
40:10Especially, might I say, on the strawberry and basil one.
40:14How do you get to six pounds, which seems incredibly cheap?
40:18It costs us about seven pence per chocolate to produce.
40:23So, it's commercially viable for us to recommend you to retail it at six pounds.
40:29I'd like to thank you all so very much for listening to me.
40:33And I hope you've enjoyed the presentation, so thank you very much.
40:46Oh, well done. Oh, my God.
40:48Oh, my God. No way.
40:51You were brilliant.
40:55For Sir Alan, some industry feedback.
40:59I think Jacques Dubois is genuinely quite a revolutionary idea.
41:02I think there are question marks against some aspect of it,
41:05and the pricing is obviously the key one.
41:09The brand Coco Electric is excellent.
41:12I think the price point is perfect,
41:13and the brand could drive you into your first purchase of chocolate.
41:17I would be concerned about whether someone would come back for their second box.
41:32For the very last time, Kate and Yasmina head for the boardroom.
41:44Only one can become Sir Alan Sugar's apprentice.
41:47I don't think there's much more that I've got to show Sir Alan.
41:54I'm just about a breaking point now.
41:56Like, I don't know how much more one person can be tested and tested and tested.
42:01I've not been head-to-head with Yasmina before,
42:10but I'm not going to go in there and start trying to throw dirt at her.
42:13I'm going to just keep my integrity intact
42:16and tell Sir Alan why I think I should be the next apprentice.
42:20I think it's a good thing, and I'm not going to be the next apprentice.
42:38I'm not going to be the next apprentice,
42:41but I only want to make the next apprentice.
42:46You can go through to the boardroom now.
43:16Good morning.
43:37Good morning, sir.
43:42James, it seems you was a prophet.
43:44It turned out I ended up Willy Wonka, didn't I?
43:47At the chocolate factory.
43:48I think I've got Lorraine's gift.
43:50Yeah.
43:55Well, ladies and gentlemen, this was a really tough task.
44:00But you did very, very well in what you put on last night.
44:05Kate, start me off.
44:07How did you split your team?
44:08Who did what?
44:09Well, Deborah and Rocky were responsible for cheese and chocolates and Deborah has got
44:14a fantastic palette because I was really pleased with the air.
44:17Yeah, interesting to say, I've spoke about your mouth all through this process and was
44:23put to some good use for once in this exceptional palette that you've got.
44:28Yeah.
44:29Yeah, so there you are, you had a good assistant there.
44:31Yeah.
44:32How did she manage you?
44:33I think she's a good manager.
44:34I think she's very good.
44:35Very good manager.
44:36Have you gone on OK?
44:37Yeah, I think she's got a great skill to bring out the best in everybody and to manage characters
44:42that can sometimes be difficult.
44:44Kate has an ability to work with other personalities and draw out the best in them.
44:48And that is a very, very rare skill that not many people in business have.
44:52And it's something that I would hope to emulate one day.
44:55And I think she would be a very worthy winner.
44:57But that decision is yours.
44:58Thank you, Deborah.
45:00Tell me about how you come up with a name then.
45:02I'll be honest, we struggled a little bit to come up with an appropriate brand name.
45:06And we settled initially on Intimate, which when we actually got the box worked up, it didn't
45:13work very appropriate.
45:13You tend to find that in vending machines and gents lose, I think.
45:16Yeah, exactly.
45:17So that was the thought when we'd actually got it on the box.
45:21So, yeah, quickly kind of had a brainstorm and decided that as French is the language of
45:28love, and obviously a French brand name can phase sophistication and quality,
45:33Choc D'Amore seemed the most appropriate.
45:35Okay.
45:36In your presentation yesterday, you said that you were aiming for a mass market as far
45:43as the distribution was concerned.
45:45I think by that I mean this isn't a product that I've designed to go into niche chocolate
45:49retailers.
45:50See, I don't know anything about chocolate, as you can imagine, but fortunately I had experts
45:56on my table that do.
45:58And the minute you mentioned the price, they said this is not a mass distribution item.
46:07By mass, I meant it would be in all quality supermarkets and...
46:11Well, it wouldn't.
46:12That's the point.
46:13It wouldn't.
46:13They'd got chocolates on the shelf up to £16.
46:15Yeah, they have, they have, but those chocolates that you refer to of £16 that sit on the shelf
46:20have earned their position.
46:21Yeah.
46:22They've earned their position because of the reputation of those chocolates.
46:25You're coming to the market with a new thing that would need to earn its position.
46:30This high-class bunch of chocolates that you produced would have to start off being sold
46:37in chocolate speciality stores.
46:40And so it wasn't a mass market product.
46:43That's a fair comment that it would obviously need to establish itself first.
46:48And yeah, that would be a better strategy to take it to the market.
46:52Okay.
46:52All right.
46:55Now, Yasmina, you went for the cheap end of the market, yeah?
47:00Yes.
47:01The other end of the, of the rainbow, really.
47:04Pretty sounds like it.
47:05Yeah.
47:07Tell me how you set your team to work.
47:10We started off a little bit higgledy-piggledy.
47:12And we said, right, let's target the male market.
47:15And we went to visit a group of men.
47:17And the feedback was that they wouldn't ever really buy chocolates themselves.
47:21I'd go along with that.
47:22Yeah.
47:22So I quickly thought, I think we need to change our target market.
47:26Who did the advertising?
47:28I did it with Howard.
47:30Okay.
47:31And the idea was to have these young, kind of cool people sitting around plundering this,
47:36this box of chocolate.
47:37Yeah.
47:38The point of trying to get the electric shock in the television advert was that the feedback
47:43from these guys was that they wanted shocking flavours interesting.
47:45And we were trying to create that buzz of interest.
47:47They weren't shocking flavours, actually.
47:53They were shocking chocolates.
47:56The chocolate was the cheapest of the cheap.
47:58We had a very short amount of time with the chocolate tier.
48:02So did I.
48:02But their chocolates were, they tasted very, very good.
48:06Although they were quite expensive, they were excellent.
48:10Some of them were excellent.
48:11We were constrained, obviously, with price.
48:15And the way we were marketing our entire product was about the flavour.
48:19But, Yasmina, you were on the money, on the financials.
48:23You know, you were on the money with the, you know, the packaging, in my opinion.
48:27The advertising, a little bit cheesy.
48:31Got the, I got the idea.
48:33You'd get there in the end of a bit more tweaking, a little more polishing.
48:37So that was good.
48:38But at the end of the day, the chocolates, they weren't very good.
48:41What I do think is if we had more time, and we were really going to take this to market,
48:45we could spend a week in that kitchen getting them absolutely spot on.
48:48I believe that you could do that for that price with those flavours.
48:50The only thing we did wrong was not being in a position to be able to taste the chocolates once they'd been cooked.
48:55Everything else, we nailed spot on, I think.
48:57So we pitched at the right market.
48:59She made some really brave decisions when we did a bit of a U-turn on our first day.
49:03Halfway through the first day, when we knew we were barking up the wrong tree,
49:05going after the male consumer, and I thought that was very brave.
49:09And I think we weren't actually that far from absolutely nailing this.
49:13This was my first opportunity to work with Yasmina, and it was an absolute pleasure.
49:18She remained focused throughout.
49:20She delegates well, she trusts well, and her enthusiasm is really infectious.
49:24She's got natural, raw talent.
49:26It's really that simple.
49:27She's got natural business.
49:28Credible winner?
49:29Absolutely.
49:29Absolutely.
49:30Don't let it slip through your fingers.
49:32Oh, guys.
49:33Thank you very much.
49:34They both are, to be fair.
49:36They're both very, very good.
49:37It's very kind.
49:38So, I'd just like to take this final opportunity in thanking you eight people to come back here
49:44and help the two finalists.
49:45Thanks a lot, and I hope to see you again in the future.
49:48Thank you so much.
49:50Thank you so much.
49:51I've got a very difficult decision to make, as you know.
50:06I'm going to invite you to step outside while I discuss this with Margaret and Nick, and
50:13then I'll bring you back in here where one of you will be hired.
50:18It was a tough task.
50:28They did, I mean, they did well, really, considering.
50:31I put a lot of pressure on them here.
50:32I sat next to the marketing director of the biggest chocolate company in Europe.
50:37He said, those two girls are fantastic.
50:39It would take his people months to do that, and he'd give them both a job tomorrow.
50:43I'm sort of proud of them, actually.
50:44She's tough.
50:48Trust me, she's very tough.
50:50She's a great manager.
50:52She's a great delegator.
50:53She's a great communicator.
50:55She really knows how to get the best out of people.
50:57Everybody likes working for her.
50:58That's a great attribute.
51:00From the word go, I spotted her as a bit of a star.
51:07A tough, tough decision.
51:08Could you send the two of them in, please?
51:17Yes, sir.
51:17I'll have to.
51:19Sir, I'll have to wait for you now.
51:20Well, ladies, let's get into that time now, but I've got to make a very important decision.
51:44This will be the most difficult decision I've ever made in this boardroom,
51:49because you are two very, very, very good finalists.
51:54Kate, over the last 12 weeks, what do you think your greatest moments were?
52:02I think I've had a number of very successful tasks.
52:06Certainly second week where I won both of the pitches on the catering task.
52:11I was top salesperson on the soap task on the market store.
52:16Had a great week on the serial task as project manager.
52:19I think I have performed consistently.
52:22I haven't had conflicts with other team members.
52:24I haven't got flustered.
52:26And I think that has been key to me being a successful team member throughout.
52:31People have said you're good at presentation and all that stuff, and quite clearly you are.
52:36Well, I'm looking for somebody who's got more than just that.
52:40I wouldn't say that presentation is one of my greatest attributes.
52:43What are the others then?
52:45I can sell.
52:47I'm a good negotiator.
52:48I've got good all-round business acumen.
52:51So I've got general business skills.
52:53What's your kind of goal in life?
52:55I mean, if you'd have gone out in week one, week two, or something like that, where would you be going?
53:00My next career move is key to me, really, at this age and this point in my career.
53:05I really need to start working in a company where I can develop my 10-year career plan to become a director as soon as possible,
53:13with a large team beneath me, whether that's commercial director, sales director.
53:16This title means a lot to you, does it?
53:18The kudos and the achievement, to be honest, Sir Alan.
53:21Hmm.
53:23Now, Yasmina, what have you learned over the last 12 weeks?
53:27What are your highlights?
53:27Well, the highlights for me were doing things that I'd never done before and finding out that I'd done them well.
53:33For example, that pitch yesterday was something that I was petrified about, if I may say so, Sir Alan,
53:38because it was the final and I was up against the natural pitcher.
53:41I sort of pulled it off and everybody said that it was all right.
53:44And for me, that was such a massive personal achievement to know that I could do that
53:48and to know that now I can go on to do that again.
53:50I was very pleased to get three PM ships under my belt and to win all three of them.
53:55And I found myself being either a very good project manager
53:58or being by the side of whoever's project managing that task.
54:02You, unlike Kate, have got your own business.
54:06You've got 20 people employed on and off?
54:08Yeah, on and off, approximately, yeah.
54:10But at 27 years old, it's quite an achievement, really.
54:15No?
54:15I would say that it's an achievement.
54:18I'm definitely proud of what I've done.
54:20But I'd say...
54:21You understand my dilemma, do you?
54:23I do understand your dilemma, Sir Alan, yes.
54:25You don't want to take a risk on me, but in my opinion,
54:30letting me slip through your hands, as one of my peers said, would be a much bigger risk.
54:35I don't want to put 20 people out of work.
54:39But I've got flesh and blood, my brother,
54:41that's going to carry on that business and keep those 20 people employed.
54:45All that should say to you that the fact that I've got my own business
54:48and I employ 20 people and that I've made it fairly successful
54:50is that I'm damn good at what I do
54:52and that I've got a creativity about me and I've got a spark about me
54:57and that I'm a risk-taker.
54:58I've got something different about me,
54:59but right now, I'm eager to learn, I'm determined.
55:03I've got so much more to learn than just having a restaurant
55:07and I really want to achieve that.
55:12Well, ladies, you have different skills, as you've said,
55:17and that's why it makes it so hard for me.
55:21But I have to make a decision today.
55:24Kate, I'm thinking about my organisation now
55:28and I'm thinking about where you can slot in
55:31and what would worry me would be
55:35if it's only sales and presentation,
55:38I'm wondering whether I could afford you the time to move forward
55:42and what it would be and what direction it would be.
55:45Yasmina, I think of myself at your age,
55:48and in fact, I was nine years younger than you
55:52when I started my business
55:53and it was maybe two years later than that
55:57that I could honestly say that I was made.
56:00I didn't have fortunes,
56:02I didn't have loads of money,
56:04but what I did know is I didn't need anybody else.
56:07I knew that I could do it myself.
56:11And I think you can do it yourself.
56:14You've done it.
56:14And in a funny way,
56:17will I be depriving you of that opportunity
56:19and will you be resentful of that
56:21in the course of the next few years?
56:25And there is the dilemma that I have.
56:30It's a tough decision.
56:33You are the best that I've ever had
56:35in the final in this boardroom.
56:37That I promise you.
56:38Yasmina, you're hired.
57:08Amazing, thank you.
57:14Oh, excellent.
57:15You won't regret it.
57:15I'm going to be the best apprentice you've ever met.
57:18I promise you.
57:18Yasmina, thank you very much.
57:20I do wish Kate all the best.
57:48She's such a nice girl.
57:49But I don't feel guilty for winning.
57:52I worked so hard and I kept my head down
57:55and just kept going and kept going and kept going
57:57that I do think that I deserve to win.
58:02Fifteen candidates, one job.
58:07Sir Alan's search for his apprentice is over.
58:10Anna, yes, yes.
58:27I'm sorry.
58:27It's a very harsh guy.
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