CHOCOLATES WITH ATTITUDE by Brandhouse for Brandhouse

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CHOCOLATES WITH ATTITUDE

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Industry Chocolate
Media Design & Branding
Market Denmark
Agency Brandhouse
Creative Director Kristin Brandt
Art Director Rikke Blicher
Released December 2010

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: BRANDHOUSE
Product/Service: CHOCOLATE BOX
Agency: BRANDHOUSE
Date of First Appearance: Dec 15 2010
Entrant Company: BRANDHOUSE, Copenhagen, DENMARK
Creative Director: Kristin Brandt (Bessermachen Designstudio)
Art Director: Rikke Blicher (Bessermachen Designstudio)
Media placement: Chocolate box - 400 mailings distributed to marketing directors - December 15th
Media placement: 12 x packaging - 400 mailings distributed to marketing directors - December 15th
Media placement: 12 x chocolates - 400 mailings distributed to marketing directors - December 15th

Describe the brief from the client
The client wanted to educate its existing clients in the competences of the company, and the tool set used to generate results.

The overall purpose of the activity was to start a dialogue with the clients about cross selling design and product development and make a statement about the agency's skill set on communication, design and packaging.

Finally, the job should be memorable, involving and likeable.

Describe the challenges and key objectives
The target group should:

1. See the box as proof for an excellent skill set on design and packaging.
2. Learn to know the tool set (Archetypes)
3. Generate knowledge and interest about the company skill sets on innovation, design and packaging
4. Clarify the possibilities of cross selling strategic product development

We wanted a response rate of 25% and an overall positive rating of the activity, that exceeded 50%

Describe how you arrived at the final design
We wanted to create a unique direct mail and design piece, that engaged the target group in the competences and tools of the agency. The piece itself should serve as proof of our skill set.

The solution was Chocolates with Attitude. A cornucopia of a chocolate box with 12 uniquely developed tastes based on archetypes, and 12 unique pieces of packaging to go with it. Everything packed in a large box, with a personal letter and a brochure telling the full story.

12,000 chocolates were chosen, tasted, produced and designed over a 9 month period, and sent out in December 2010

Give some indication of how successful the outcome was in the market
Target was a response rate of 25% and an overall positive rating of the activity, that exceeded 50% on the following poll questions:

1. Idea/creativity (98% found the idea very good or good)
2. Archetype test (65% defined their own brand in the archetype tool)
3. Message on company competences (90% understood and acknowledged the company competences)
4. Need for product development services within the target group (57% needed help developing new products and services. 1.59% booked a meeting right away.)

The overall response rate of the mail was 40%