Green & Blacks - The Brief

The YCN brief that Will and I have chosen is the Green & Blacks brief.


The Brief:

The brief effectively calls for a new marketing campaign to be developed and suggests that this will include at least a partial rebranding of the chocolate bars to fit with the campaign.

The brief calls to use the marketing campaign to 'recreate the buzz' of Green and Blacks. It also suggests that getting customers to taste test the product is the most successful way to get new customers hooked ' on the chocolate; Apparently taste alone is enough to secure most people.

Considerations:

The brief says that a tagline is not necessary but that they want an 'infectious brand idea'. It makes a point to focus on marketing communications, new products and various distribution channels.
It specifically references the Cadbury 'Glass and Half' campaign and the Dove 'Campaign for Real Beauty' as marketing examples that have an 'infectious idea'

The brand may only originally connect with a few select people but should spread through word of mouth.

Audience:

They want to broaden the appeal of Green & Blacks but also keep it a premium brand and not have it dumbed down. It wants to focus still on adults but to lower the target audience to include the youngest grade of adults. After all, the chocolate is expensive and cant really be afforded by children. "Our consumers are environmentally friendly but it's not their priority".

Tone of Voice:

Aimed at adults and intelligent use of language. Wittiness encouraged if possible but not to an extent that anyone feels alienated or the brand becomes pompous. Be creative with content.

Media considerations:

Any media is encouraged to be used if it can work appropriately with the concept of the new marketing campaign. It calls to think about different environments and spaces that the campaign can exist in. It wants the idea to be as creative and original and relevant as possible.

Deliverables will be informed by idea development and final resolutions.

Summary:

Green & Blacks need a new campaign to encourage new customers to the brand. This means that they must need more income through sales and have decided that they need to broaden the scope of the niche, premium audience to incorporate a larger age group and gain more sales. In doing so they still want to keep their high-end kind of appeal and yet don't want to alienate anyone which are almost contradictory statements. They want to gain more loyal customers by rebranding and expanding the audience but they also want to keep the same audience. Basically I think the company want to make more sales but keep the exact same clientele, though I doubt that both can be achieved so I will work to focus on foremost gaining a wider audience.

We need to create a big campaign that has branding and identity which can be used across a whole range of different media and uses for the campaign to work. This could include coming up with new ideas for products or using the existing products. The campaign above everything needs to be bold and work across a range of media.

As a first step to dealing with the brief, we need to do some research into the brand, problem and context of the brief.