1 / 21

Cocoa priorities 2012 One CHOCOLATE thematic all year long

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.

oleg
Télécharger la présentation

Cocoa priorities 2012 One CHOCOLATE thematic all year long

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Cocoa priorities 2012 • One CHOCOLATE thematic all yearlong • 2 peakperiods : Easter & Sinterklaaswork via a « push & pull » strategy • Objective: +150% growth in CHOCOLATE via: • Full A-brand switches • More retail PL commitment in chocolate • Broaderchocolate OOH offer

  2. CreatiefConceptMeet MAX

  3. PisteFIGURES • Chocolate ‘figurines’ are pure fun, they are representativeforBelgian chocolate (typicalBelgian). • Figurines are story telling, theybring chocolate ‘alive’ = chocolate EXPERIENCE. • We createourownfigurine, he is the tangibleresult of whatFairtradecanrealise. (the proof of the pudding is in the eating ;)

  4.  Story telling, he will tell the story of Fairtrade cocoa in an edutainment way (education & entertainment) MaxFigurine • Positive tone of voice, ‘joie de vivre’ •  Recognisable and realistic: school uniform, big African smile, slippers, backpack,.. •  Max will create ‘rumour • around the brand’

  5. Headlinebijcampagnebeeld • Fairtradechocolade. • Valt ook in Afrika in de smaak. • Le chocolat équitable. • L'Afrique aussi le trouve à son goût.

  6. Baseline • Fier op onzechocolade? Zekerals het Fairtrade is! • Soyonsfiers de notrechocolat, choisissons-le équitable!

  7. Action plan 2012

  8. Cocoa Campaign 2012 APRIL Fairtrade easter egg chases Consumer campaign launch OCTOBER Week of Fairtrade Buzz campaign, retail & OOH activities NOVEMBER - DECEMBER Sinterklaas goes for Fairtrade!

  9. GeneralcommunicationPoster/leafletRecto

  10. Poster/leafletverso

  11. JULYTravel to Ghana with Ketnetvisit KuapaKokoo and meetMax in real life!

  12. Half OCTOBERAfter theWeek of the Fairtrade

  13. OCTOBERRetail activities

  14. OCTOBEROOH activities • Preparation of the • “Sinterklaasroadshow”

  15. NOVEMBER/DECEMBEREntrance of Saint NicolasRoadshow + Media attention

  16. Conclusion Max can make a hell of a difference !

  17. Agenda

  18. Coffee break

  19. SLOTWOORD MOT DE LA FIN Lily Deforce- Director

  20. Networking drink

More Related