{Vania Tan}200382515

DESN 2989 Graphic and Communication Media B

The Brand name was dreamt up by Craig & Jo.1

Our aim continues to be the creation of chocolate products that give a taste experience like no other.

RESEARCH ON GREEN & BLACK’S AND CHOCOLATE

Green to represent Organic and black for intensity of chocolate. 1

Started in London 1991,founded byCraig Sams.1

The beans are principally sourced from the Dominican Republic and Belize.1

They do spreads, ice creams and mini assortments and biscuits too.1

ORGANICThey make and sell Organic Premium chocolate.1

Dark chocolate but not white lowers high blood pressure, say Dirk Taubert, MD, PhD.10

Londoners eat the most chocolate compared to Wales and South West. North West eats the least.5

36% Of those who eats 1 to 3 bars a month are at lower risk of premature death.4

Chocolate containsphenylethylamine, which is said tohave an effect of an aphrodisiac.8

12

9

6

3

22% Of all chocolate consumption takes place between 8pm and midnight.7

66% Of all chocolate is consumed between meals.7

1. Green & Black’s Organic Chocolate UK,2010.[Online] Available at:< http://www.greenandblacks.com/uk/home.html> [Accessed 6 Feb 2011].2. BBC news,2005. Cadbury gobbles up organic rival. [Online] Available at:< http://news.bbc.co.uk/1/hi/business/4543583.stm> [Accessed 6 Feb 2011].3. Mintel,2010. Chocolate Confectionary-UK-April 2010. [Online] Available at:< http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=227664/dis-play/id=479964> [Accessed 6 Feb 2011].4. Roger.D. 2008, The Sydney Morning Herald, Live long and eat chocolate. [Online] Available at:< http://www.smh.com.au/lifestyle/wellbeing/live-long-and-eat-chocolate-20090403-9myy.html> [Accessed 6 Feb 2011].5. Stephen.H, 2010,Mirror, Men eating more chocolate than girls. [Online] Available at:< http://www.mirror.co.uk/news/top-stories/2010/08/08/men-eating-more-chocs-than-girls-115875-22472994/> [Accessed 6 Feb 2011].6.Mintel,2010. Dark Chocolate Is More Filling Than Milk Chocolate And Lessens Cravings. [Online] Available at:<http://www.sciencedaily.com/releases/2008/12/081210091039.htm.> [Accessed 6 Feb 2011].7.The World Atlas of Chocolate,n.d.Chocolate Consumption. [Online] Available at:<http://www.sfu.ca/geog351fall03/groups-webpages/gp8/consum/consum.html> [Accessed 6 Feb 2011].8.BTtradespace,2007.Chocolate has the ‘feel good factor’. [Online] Available at:< http://thechocolatetrufflecompany.bttradespace.com/news-and-posts/news/77C7AC2F58EBE2C6E0401BAC710164E3> [Accessed 6 Feb 2011].9.Mintel,2010.The gift of chocolate. [Online] Available at:< http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=479796/display/id=539779. [Ac-cessed 6 Feb 2011].10.Daniel.J,2003, WebMD, Dark Chocolate is Healthy Chocolate. [Online] Available at:< http://www.webmd.com/diet/news/20030827/dark-chocolate-is-healthy-chocolate> [Accessed 6 Feb 2011].

Melts slightly below body temperature.6

<37.5o

Is spend on gifts for Valentine’s Day or Mothers’ Day, less than £5 for Birthdays.6

Britons consumed a quarter of the continent’s entire chocolate supply according to a 2006 survey.1

Chocolate is the TOP snack choice for half the population.3

WHITE

RAISIN AND HAZELNUT

CHERRY

BUTTERSCOTCH

MINT

DARK 70%

DARK 80%

MILK

ESPRESSO

CREAMY MILK CARAMEL

MAYA GOLD

GINGER

HAZELNUT AND CURRANT

11% Of men think about chocolate in the day.1

TARGET AUDIENCE OF MEN (AGED 25-35 YEARS)

12% Of men worried by own health problems.2

Men felt fuller after eating plain dark chocolate over milk chocolate, making them crave less of sweet, salty and fatty foods.8

Men have overtaken women to become the nation’s BIGGESTchocolate eaters.3

One out of ten of consumers who buy chocolates are adventurous enough to try out new flavours.4

39% Of men say they like spending money.2

21% Of men feel stressed and overworked.2

One in three men aged 25-34 live with their parents.6

44% Men aged 25 to 29 view a healthy lifestyle as priority.5

The most popular deal with single men is the ‘buy one get one free’. They crave variety and will call friends for suggestions.7

Men in general respond to more of the practical aspects of the shopping experience as oppose to sales and promotion.7

“Men, Chocolate and Coffee are all better rich”.-Anon Dark chocolate is noted as ‘Junk Food that’s Good for You’ in Men’s Health Magazine, because of its heart healthy compounds.9

Men aged 25+ years old were key demographics for buying novelty or boxed chocolates for their partner or spouse.4

30% Of 15-34 yrs old men say they are generous.2

75% Of men say they are consistently romantic.

SURVEY FOR MEN 25-35 YRS

60% Of men aged 25-34 vist a social network site.10

44% Of men aged 25-34 have a smartphone at home.10

50% Of men do not use Twitter because it is useless.11

72% Of men use Facebook regularly.11

MEN AND TECHNOLOGY

1. Eva.W,2010.Gurdian,The truth about men, women and food. [Online] Available at:<http://www.guardian.co.uk/lifeandstyle/2010/oct/17/gender-eating-men-women l> [Accessed 7 Feb 2011].2. Mintel,2010. Attitudes towards stress. [Online] Available at:<http://academic.mintel.com/sinatra/oxygen_aca-demic/search_results/show&/display/id=479752/displaytables/id=479752> [Accessed 7 Feb 2011].3. Stephen.H, 2010,Mirror, Men eating more chocolate than girls. [Online] Available at:< http://www.mirror.co.uk/news/top-stories/2010/08/08/men-eating-more-chocs-than-girls-115875-22472994/> [Accessed 6 Feb 2011].4. Mintel,2010. Chocolate confectionary. [Online] Available at:<http://academic.mintel.com/sinatra/oxygen_aca-demic/search_results/show&/display/id=227664/display/id=479964> [Accessed 7 Feb 2011].5.Mintel,2007. Men’s changing lifestyles. [Online] Available at:< http://academic.mintel.com/sinatra/oxygen_aca-demic/search_results/show&/display/id=221213/displaytables/id=221213 > [Accessed 7 Feb 2011].6.The Financial,2010.One in three men and one in five women aged 25 to 34 live with their parents [Online] Avail-able at:< http://www.finchannel.com/news_flash/World/72741_One_in_three_men_and_one_in_five_women_aged_25_to_34_live_with_their_parents/ > [Accessed 7 Feb 2011].7.Pubarticle,2010.Some intresting facts about shopping habits: Men V Women.[Online] Available at:< http://www.finchannel.com/news_flash/World/72741_Onhttp://www.pubarticles.com/article-some-intresting-facts-about-shop-ping-habits-men-v-women-1290332419.html> [Accessed 7 Feb 2011].8.Cher.T,2008.MailOnline,Dark chocolate ‘helps battle the Christmas bulge’[Online] Available at:<http://www.daily-mail.co.uk/health/article-1093771/Dark-chocolate-helps-battle-Christmas-bulge.html#ixzz1CvOQUa4I>[Accessed 7 Feb 2011].9. Jeff Volek, Ph.D., R.D.n.d. Men’sHealth,Junk Food that’s Good for You [Online] Available at:<http://www.men-shealth.com/mhlists/healthy_snacks/Chocolate_Bars.php>[Accessed 7 Feb 2011].10. Mintel,2010.iPhone Generation [Online] Available at:< http://academic.mintel.com/sinatra/oxygen_aca-demic/search_results/show&&type=RCItem&sort=relevant&access=accessible&archive=hide&source=non_snapshot&list=search_results/display/id=395911/displaytables/id=395911 >[Accessed 7 Feb 2011].11. AskMenUK,2010.The Great Men Survey 2010 Edition [Online] Available at:< http://uk.askmen.com/spe-cials/2010_great_male_survey/dating_results.html >[Accessed 2 March 2011].

29% Of men on Linkedin in UK are aged 25-34.10

I did a survey to find out are men aged 25-35 aware of Green & Black’s as a brand and their attitudes towards buying chocolates.

62.5%

87.5%

87.5%

62.5%

87.5%

62.5%

75%

0%

50%

Have you heard of Green & Black’s chocolate?

How did you discover Green & Black’s?

Do you crave chocolate at least once a week?

25%

37.5%

37.5%

25%

37.5%

Do you buy chocolates as gifts as an easy solution?

12.5%

What is the considering factor when buying chocolates?

12.5%

25%

37.5%

Are you more likely to buy if given a chance to taste?

Do you tend to stick to buying the same flavours?

37.5%

YES

NO

THROUGH A FRIEND

THROUGHT ADVERTISEMENT

IN-STORE PROMOTION

NOT APPLICABLE

YES

NO

YES

NO

YES

NO

YES

NO

PRICE

QUALITY

ORGANIC

SIZE

BRAND

PACKAGING

{6}STRATEGIES

Research shows that chocolate contains a chemical that has an effect of an aphrodisiac.

MESSAGE:Did you know that chocolate is an aphrodisiac?

TONE OF VOICE: Fascinate, cheeky

AUDIENCE RESPONSE:Delighted and intrigued.

MORE THAN CHOCOLATE DESIREResearch shows that dark chocolate has heart healthy compounds and that 44% of men aged 25-29 view a healthy lifestyle as a priority.

MESSAGE:Dark chocolate has health benefits. Every man wants abit of a dark side.

TONE OF VOICE:Tempting

AUDIENCE RESPONSE:Educated and tempted.

TURN TO THE DARK SIDE

Research shows that Londoners eat the most chocolates compared to other parts of britain.

MESSAGE:Can we be the next county to eat the most chocolate?

TONE OF VOICE:Dynamic

AUDIENCE RESPONSE:Competitive

CAPITAL OF CHOCOLATE

Research shows that chocolate melts just below body temperature of 37.50.

MESSAGE: Chocolate melts just below body temperature but are you hot enough to melt your loved ones’ heart? TONE OF VOICE:Humourous and cheeky.

AUDIENCE RESPONSE: Competitive

HOW HOT ARE YOU?

Research shows that men aged 25+ were key demographics for buying novelty chocolates for partners and spouse and that they spend £5 more on Valentine’s than birthdays.

MESSAGE:Chocolate do not just have to be bought for their partners or spouse or loved ones on special occasions.

TONE OF VOICE:Suggestive

AUDIENCE RESPONSE:Intrigued

THE CHOCOLATE DAY OCCASION

Research shows that only 1 in 10 of chocolate consumers are adventurous enough to try out new flavours.

MESSAGE:Green & Black’s have a large variety of flavours. Are you adventurous enough to choose something different? TONE OF VOICE:Intriguing

AUDIENCE RESPONSE:Surprised

BE AN ADVENTUROUS MAN

{6}CONCEPTS

TAILORED MADE ADVENTUREInteractive wall of that seems like a mirror and will reflect a particular coloured suit when stood in front of. The colours will represent the different flavours. You can then have the option of sharing it on facebook or Twitter. The message that goes with the image that potrays the man wearing a orange suit, will say: “Green & Black’s ginger chocolate turned me adventurous.” This will encapsulate a fun and wild factor as it engages customers by having to interact with.

EXPERIENCE THE TASTEInteractive wall displaying 15 chocolate bars where each bar, once pressed will peel to reveal each woman in a particular moving scene that gives the experience of each flavour. This concept plays on the idea of that each flavour has an experience behind it, and to be adventurous in choice of women.

Alaskan woman in snowMilkmaid in SwitzerlandFarm girl milking a cowTraditional german ladyClassy french woman in CafeSunmaid picking raisinsRich maiden being fed grapesShowgirl with cherry lipstickLady garderner with sprinklers onWaitress at a Italian coffee barPopcorn woman at a movie theatreWoman Baker with gingerbread manMayan finding gold treasureAfrican in cocoa plantation

White Creamy MilkMilkButterscotchAlmond Raisin & HazelnutHazelnut & Currant CherryMintExpressoCaramelGinger Mayan GoldDark 70% &85%

REVEAL YOUR TRUE COLOURSInteractive wall displaying a touch surface requiring them to touch for a few seconds before it changes to a colour of a flavour along with a message of a desginated characteristic. It would show one of these desirable characteristics of men. This will create curiosity in men wanting to find out which characteristic they possess, in turn finding out that Green & Black’s have a wide range of flavours.

White Creamy MilkMilkButterscothAlmond Raisin & HazelutCherryMintExpressoCaramelGinger Mayan GoldDark 70% & 85%

WarmCharmingMasculineBoldAffectionateRomanticClassyMysteriousEntertainingCleverGenuineManlyDashing

CHOOSE YOUR OWN ADVENTUREA system where you can video log yourself to describe a made up adventure you got from a particular flavour. “ Choose your own adventure, choose your flavour.” The video will then be uploaded onto a specific website where people will vote on which they think is the best adventure. The winner will see their adventure come to live and win a month’s supply of Green & Black’s Chocolate. This idea is based on the “Choose your own adventure’’ story books which are published 25 years ago. This will bring out a nostalgic feeling as they will probably have read it in their younger years.

ROULETTE WHEEL YOU GET IN?Interactive wall that displays a roulette wheel where they can bet on the flavours of the chocolates instead of numbers. They will be betting for a chance to win access to a exlcusive Gentlemen’s Chocolate Bar. There they will get to have a taster session of all the different chocolates as consumers are generally more inclined to buying something when given a chance to taste. This concept plays on the idea of being adventurous and a risk taker for an incentive. Green & Black’s the gentlemen’s snack.

GREEN & BLACK’S ADVENTUREA competition to win an adventure.To start off the process, there will be a giant rock climbing QR wall where it will stir up interest in customers. There will also be a repetitive video playing beside it. They will have to scan the QR code and it will take them to a page of the Green & Black’s website where they can download an app.This app will be part of the competition to help keep track of the different flavours they bought. They will have to collect 5 different flavours and share the app on facebook in order to submit their details to enter the competition. They will get to choose an adventure from the list that Green & Black’s will sponsor them with. They then have the option to share their experience both with the chocolate flavours and the adventure for those who had won, on facebook or twitter. Tagline would be : ‘‘Get your adventurous side back with Green & Black’s’’.

These concepts have the same underlying message of trying to get men aged 25-35 years old to be more adventurous. It is taking insight from the fact that 1 in 10 customers who buy chocolate

are adventurous enough to try new flavours.

White Chocolate100g

WHITE

{ CHOSEN }CONCEPT

GREEN & BLACK’S ADVENTUREA competition to win an adventure. To start off the process, there will be a giant rock climbing QR wall where it will stir up interest in customers. There will also be a repetitive video playing beside it. They will have to scan the QR code and it will take them to a page of the Green & Black’s website where they can download an app.This app will be part of the competition to help keep track of the different flavours they bought. They will have to collect 5 different flavours and share the app on facebook in order to submit their details to enter the competition. They will get to choose an adventure from the list that Green & Black’s will sponsor them with. They then have the option to share their experience both with the chocolate flavours and the adventure for those who had won, on facebook or twitter. Tagline would be : ‘‘Get your adventurous side back with Green & Black’s’’. RO

CK C

LIM

BING

QR

WAL

L IN

MAJ

OR C

ITIE

S’.

1.

2.

GREEN & BLACK’S ADVENTURE

Scan it and it will take you the Green & Black’s Website.

Download the app to keep track of the flavours you have bought and to enter details to join the competition.

IPHONE APP

300456

3.

Collect 5 different flavours by scanning the code found in each chocolate bar.

QR CODE IN CHOCOLATE BAR

SCANNER FOR QR CODE

4.Share application with friends on facebook to enter last procedure of comeptition. Share the experience too via facebook and Twitter.

RESEARCH INSIGHT:

One out of ten of consumers who buy chocolates are adventurous enough to try out new flavours.4

Once they have collected all 5 flavours.

They simply share the application on facebook and submit their detials.

All they need is their name, their email address and then to choose their adventure they wish to embark on.

Choose an adventure from the list that Green & Black’s will sponsor you for. The Winners will be chosen at random every month.

They can share their experience with both the flavours of the chocolate and the adventure if they won, through the application of Facebook or Twitter.

Facebook group for Green & Black’s Adventure will engage the participants in sharing their experiences and in turn raise awareness of this campaign as other friends will notice it on their news feed.

Twitter account for Green & Black’s Adventure so that Green & Black’s can interact directly with participants. Twitter page will try to get participants to engage with this campaign by asking them to post which flavours are the best, always trying to bring it back to their chocolate itself.

Only by allowing this application and sharing it with friends, will you then be able to enter the competition for a chance to win an adventure. This creates a chain effect.

WALK-THROUGH OF GREEN & BLACK’S ADVENTURE

WALK-THROUGH OF GREEN & BLACK’S ADVENTURE

QR climbing walls in major cities will raise awareness, targetting active young men.

Scanning it will take them to the Green & Black’s website where the adventure app can be downloaded.

Download app.

This application will enable them to keep track of the flavours they have discovered.

They need to collect 5 different flavours from the adventurous range, scanning the code found in each bar.

Each code is found inside each chocolate bar, this is so that customers will have to purchase it in order to enter.

CONTINUED...

VIDEO ALONG SIDE QR WALL FOR GREEN & BLACK’S ADVENTURE

This are snapshots from the video that will be played along side the rock climbing QR wall. It explains the competition in a very simple way and will draw participants in, as they would want to find out more. The music that plays along is engaging and exciting with a sense of adventure. It plays along with a remixed ambient rainforest tune. The video clearly shows the varitey of the flavours that Green & Black’s make. The colours of each flavour is represented in the leafy border. This video is for the sole purpose of stirring up interest in potential customers.