Cocoa priorities 2012 One CHOCOLATE thematic all year long
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Transcript of Cocoa priorities 2012 One CHOCOLATE thematic all year long
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Cocoa priorities 2012 One CHOCOLATE thematic all year long 2 peak periods : Easter & Sinterklaas
work via a « push & pull » strategy
Objective: +150% growth in CHOCOLATE via: Full A-brand switches More retail PL commitment in chocolate Broader chocolate OOH offer
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Creatief Concept
Meet MAX
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PisteFIGURES
Chocolate ‘figurines’ are pure fun, they are representative for Belgian chocolate (typical Belgian).
Figurines are story telling, they bring chocolate ‘alive’ = chocolate EXPERIENCE.
We create our own figurine, he is the tangible result of what Fairtrade can realise. (the proof of the pudding is in the eating ;)
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MaxFigurine
Positive tone of voice, ‘joie de
vivre’
Story telling, he will tell the
story of Fairtrade cocoa in an
edutainment way (education &
entertainment)
Recognisable and realistic:
school uniform, big African
smile, slippers, backpack,..
Max will create ‘rumour around the brand’
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Headlinebij
campagnebeeld
Fairtrade chocolade. Valt ook in Afrika in de
smaak.
Le chocolat équitable. L'Afrique aussi le trouve à
son goût.
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Baseline
Fier op onze chocolade? Zeker als het Fairtrade is!
Soyons fiers de notre chocolat, choisissons-le équitable!
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Action plan
2012
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Cocoa Campaign
2012APRILFairtrade easter egg chasesConsumer campaign launch
OCTOBERWeek of FairtradeBuzz campaign, retail & OOH activities
NOVEMBER - DECEMBERSinterklaas goes for Fairtrade!
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Generalcommunication
Poster/leafletRecto
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Poster/leafletverso
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JULYTravel to Ghana with
Ketnetvisit Kuapa Kokoo and
meetMax in real life!
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Half OCTOBERAfter the
Week of the Fairtrade
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OCTOBERRetail activities
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OCTOBEROOH activities
Preparation of the “Sinterklaas roadshow”
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NOVEMBER/DECEMBEREntrance of Saint Nicolas
Roadshow + Media attention
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Conclusion
Max can make a hell of a difference !
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Agenda
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Coffee break
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SLOTWOORD
MOT DE LA FIN
Lily Deforce - Director
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Networking drink
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