LET ME TELL YOU ABOUT US:
Category: Gifting Boxed chocolates
Gifting is a big but declining category of chocolates within Cadbury total portfolio. Current Cadbury brands are Heroes, Roses and Milk Tray.
Challenge: Growth of the Premium Gifting segment
Over the past 5 years, the Premium Gifting category has been growing significantly to the detriment of the everyday segment. Cadbury doesnt currently play in this segment of the category, and is therefore loosing share to competitive offers. The key players within this segment of the market are Lindt Lindor (the balls) and Ferrero Rocher.
Consumers: when looking at the gifting category, one has to consider 3 key triggers = the occasion (what is it for?), the recipient (who is it for?) and the gifter (who is it from and what does the gift say about them?). The vast majority of gifts are given to women (c. 50%).
The brand youll be working on:
Cadbury has just announced a new launch to answer the challenges mentioned above: Koko By Cadbury. It is targeted at women (25-35) and positioned as a feminine brand which understands that women want to treat and be treated.
The product edible is a smooth milk chocolate truffle encased in milk chocolate.
The pack structure is inspired by a handbag. It keeps some of the gifting cues (ribbon, tag) but gets its inspiration from the world of womens handbags.
HERE IS WHAT WE NEED:
We want innovative and challenging ideas for new pack structures in order to continue to build the brand Koko By Cadbury in the UK market. The pack structures should be inspired by what womens world is made of (eg. Cosmetics, Fashion, etc), by what they like. The products that will go inside will be the same as current (milk chocolate truffle) or an assortment of flavoured milk chocolate truffles.
The ideas may fall into 2 categories:
- Pack structures to complement the handbag and create a range in supermarket all year round
- Pack structures for limited edition at key seasonal times (especially Christmas, Easter, Valentines day & Mother's Day)
OUR TARGET AUDIENCE IS:
The Koko Woman is 28 and lives with her partner and works full time. She is engaging and enthusiastic and spends a lot of time with her friends and family. She has a close relationship with them and loves girly nights in with her friends or chatting on the phone to her mum and sisters. She loves fashion and reading magazines to get inspiration for her own wardrobe. Shes health conscious but cant resist a few glasses of wine on a night out with her boyfriend or friends.
WE LIKE THESE DESIGNS:
Given that this is a pack structure brief, we have not included designs examples as this is less relevant.
WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:
No constraint! What we want are great and innovative pack structures!
The only requirement: be able to put some chocolates in the pack
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