Cocoa priorities 2012 One CHOCOLATE thematic all year long 2 peak periods : Easter & Sinterklaas work via a « push & pull » strategy Objective: +150% growth in CHOCOLATE via: Full A-brand switches More retail PL commitment in chocolate Broader chocolate OOH offer
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Cocoa priorities 2012 One CHOCOLATE thematic all year long 2 peak periods : Easter & Sinterklaas work via a « push & pull » strategy Objective: +150%
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Cocoa priorities 2012 One CHOCOLATE thematic all year long
2 peak periods : Easter & Sinterklaas
work via a « push & pull » strategy
Objective: +150% growth in CHOCOLATE via: Full A-brand switches
More retail PL commitment in chocolate
Broader chocolate OOH offer
Creatief Concept
Meet MAX
PisteFIGURES
Chocolate ‘figurines’ are pure fun, they are
representative for Belgian chocolate (typical
Belgian).
Figurines are story telling, they bring chocolate
‘alive’ = chocolate EXPERIENCE.
We create our own figurine, he is the tangible
result of what Fairtrade can realise. (the proof of
the pudding is in the eating ;)
MaxFigurine
Positive tone of voice, ‘joie de
vivre’
Story telling, he will tell the
story of Fairtrade cocoa in an
edutainment way (education &
entertainment)
Recognisable and realistic:
school uniform, big African
smile, slippers, backpack,..
Max will create ‘rumour around the brand’
Headlinebij
campagnebeeld
Fairtrade chocolade. Valt ook in Afrika in de
smaak.
Le chocolat équitable. L'Afrique aussi le trouve à
son goût.
Baseline
Fier op onze chocolade? Zeker als het Fairtrade is!
Soyons fiers de notre chocolat, choisissons-le équitable!