RUSSIA GENEROUS SOULWith whole creative, crispy benefits

and useful insight

2

Brand objectivesTrial purchase

Marketing objectives for national BTLTo explain the difference between milky milk chocolate and chocolate with high cocoa content To promote the new product on the marketTo maintain RGS market share in RussiaTo drive Sales Volume / Off-take / Market Share Switch consumers from competitors like Alyonka, Alpen Gold, Ritter

Campaign objectives

•

•

••••

3

Female 25-35 (gain), 35-55 (keep), mid income level, family values.

Target audience

Щедрый подарок

Concept 1

GENEROUS GIFT

5

“Russia — Generous Soul!” isn’t lavish in anything, especially in cocoa beans that have been added in it generously. Just give it a try and you will experience the unique taste of chocolate with a high content of cocoa beans. You will definitely want your loved ones to try it! Because chocolate’s rich taste will be enough for all!

Creative idea

6

Mechanics

A promoter greets a buyer and tells him that “Russia — Generous Soul!” chocolate has so many cocoa beans that anyone will want not only to try it but to give this pleasure to the others.

Then the buyer tastes the chocolate while the promoter suggests him to give this mouth-filling taste to relatives. To do that he must buy a bar of chocolate and put a personalmessage on it. There’s a special press near cashiers that squeezes personal messages through the chocolate wrapper on a back side of a bar. And in those stores without a press buyers can find stickers with wishes written on them (such as “Have a sweet time!”, “Have a delicious day!”, “With all my soul!”, “With all the generosity!”) that could be put on chocolate’s wrapping.

7

A promoter is dressed in a 70s style red dress. The promoter holds a tray that looks like a cocoa bean so we can accent the high content of cocoa beans in the chocolate.

Promoters

8

A promoter stands near cashier and gives stickers to those who has purchased “Russia — Generous Soul!” chocolate or makes personal messages with a press.

Cashier

Шоколад моей души

Concept 2

THE CHOCOLATE OF MY SOUL

10

It is usual for women to take care of others. Every day they give their loved ones love and emotional warmth! But who will take care of the woman herself? Who will make sure that her heart is filled with joy? Only “Russia — Generous Soul!” chocolate can do that. Because we all know that cocoa beans give energy and joy. And “Russia — Generous Soul!” chocolate has so many cocoa beans that joy and warmth will be enough not only for the woman but for her loved ones as well!

Creative idea

2

A promoter suggests a woman to check a level of her soul warmth. This can be done with a “warmth meter” — a special device that shows soul warmth. The woman puts her hand against a “scanning field”. Right after that a red signal lights up and “wrong answer”-like sound comes. Then the promoter suggests to refill the soul warmth level with “Russia — Generous Soul!” chocolate with its high content of cocoa beans. The woman tries the chocolate and puts her hand against the “scanning field” again. This time a green signal lights up and “right answer”-like sound comes. The soul warmth level is refilled! And to avoid its reducing the woman is suggested to buy “Russia — Generous Soul!” chocolate. After the purchase she receives a gift — a portable “warmth meter”.

Mechanics

12

A promo stand is a big box made of golden planks with big brand’s logo on it and niches where one can see sacks with stereotyped words “cacao” on it. On the top of the box there are “scanning field” and two signals — red and green.

Promo stand

13

A promoter is dressed in a 70s style brown and golden dress. This is the color of cocoa beans so we can accent their high content in the chocolate. The promoter holds “warmth meters” that she gives to those who has purchased “Russia — Generous Soul!” chocolate.

Promoters

14

A promoter stands near cashier and gives portable “warmth meters" to those who has purchased “Russia — Generous Soul!” chocolate.

Cashier

Thank you!