The chocolate bar with 6,000 excuses by Ogilvy Copenhagen, Starcom Copenhagen for Marabou

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The chocolate bar with 6,000 excuses

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Industry Chocolate, Bars
Media Ambient, Case study
Market Denmark
Agency Ogilvy Copenhagen
Creative Director Jakob Staalby
Art Director Camilla Ploug
Copywriter Christoffer Levin Nielsen
Client Service Director Lene Hylleberg, Louise Bak Schou
Account manager Katrine Leisby
Agency Starcom Copenhagen
Released October 2012

Credits & Description

Advertiser: MONDELÉZ DENMARK
Agency: OGILVY
Category: Interactive
Advertising campaign: THE CHOCOLATE BAR WITH 6000 EXCUSES
Client Service Director: Lene Hylleberg (Ogilvy Denmark)
Client Service Director: Louise Bak Schou (Starcom MediaVest Group )
Graphic Designer: Michael Lauritsen (Ogilvy Denmark)
Managing Director: Pia Tandrup Hoelgaard (Ogilvy Denmark)
Art Director: Camilla Ploug (Ogilvy Denmark)
Copywriter : Christoffer Levin Nielsen (Ogilvy Denmark )
Creative Director: Jakob Staalby (Ogilvy Denmark)
Account manager: Katrine Leisby (Suzumuchi )
Digital AD: Charlotte Boysen (Suzumuchi )
Creative Digital Strategist: Frederik Bierfreund (Suzumuchi )
Digital specialist: Marco Steen Nielsen (Starcom MediaVest Group )

Implementation
Marabou simply changed the pack! And replaced ‘milk chocolate’ with hundreds of excuses and occasions related to buying and sharing chocolate: WE’LL-LAUGH-ABOUT-IT-IN-10-YEARS-TIME-chocolate, LET’S-DO-THE-DISHES-LATER-chocolate, BETTER-LATE-THAN-NEVER-chocolate etc.The stores were filled the the newly named chocolate bars. A national campaign combining made the excuses and occasion visible everywhere.Then Marabou invited consumers to write their own names. In-store. Online. And across social media. Soon finding new names for Marabou had become a National sport in Denmark.

Client Brief Or Objective
Sugar taxes was going up. Prices was going. Sales was going down.Marabou Milk Chocolate needed a campaign that could both build brand relevance and increase sales. A promotion that could go far beyond the store and engage the consumers in the brand across medias.

Relevancy
Two basic insights helped making this campaign such a succes :1: People often use chocolate as a way of communicating with each other2: Consumers are always looking for an excuse to justify buying chocolateAs Marabou became The Chocolate Bar with Thousands of Names Danes no longer had to come up with an excuse or find an occasion to buy their chocolate. It was right there on the pack.

Outcome
More than 6.000 new consumer-generated names were officially registered.Consumers, blogs and media created more than 20.000 new stories online.The campaign generated more than 2.3 mill earned media impressions – in a country with just 5.5 mill inhabitants. And within just one month sales increased with 24%.