AMB318 Advertising Copywriting Assessment 1: Brief for Conceptual Piece Name: Jenny Chan Student Number: n8738254 Tutorial Number: 2 Tutorial Time: Wednesday, 10am-11am Tutorial Name: Shayne Armstrong Due Date: 26 August 2015 The client: Product: 90% Cocoa EXCELLENCE Bar
Creative Strategy Product: 90% Cocoa EXCELLENCE Bar Product description: The true dark chocolate connoisseurs with a sophisticated palate. The luxuriously deep and velvety chocolate delivers the ultimate chocolate intensity (Lindt & Sprüngli AG, 2014) with dark in colour with deep, rich and complex the most pure and balanced cocoa flavour that is surprisingly smooth on the palate (Lindt & Sprüngli AG, n.d). Target consumer: Female aged of 20 to 40, younger female group who are a chocolate lover and want to be fit and healthy (Fitday, 2013). Product benefits: The 90% cacao content, EXCELLENCE Dark 90% has powerful yet smooth character. The cacao flavour is strong and powerful which it is develop into surprisingly smooth taste experience, with low levels of acidity or bitterness. The dark flavours melts delicately together with the hints of vanilla and woody flavours (Lindt & Sprüngli AG, n.d). Principal benefit or promise to the consumer: Sharing the finest and highest quality the cocoa beans and full-bodied of smooth rich dark chocolate with consumers (Lindt & Sprüngli AG, n.d). Support or reason why this benefit is possible: Most female consumers would buy dark chocolate and want to buy darker chocolate (Covino, 2015). 90% of cacao and 90% of cocoa EXCELLENCE Bar contains with less sugar in the dark chocolate. The taste will be bitterness (Mercola 2014 & Virtual Medical Centre, 2015). According to Read (2014), females are more attracted to chocolate more than men but since the dark chocolate is healthier than any other chocolate brands. Tone of the advertising: Targeting the young female aged of 20 to 40, the tone suggests using desire, and sincere (Fahim, 2010). Brand character: Lindt brand is a premium highest quality standard chocolate product with Swiss origin, uncompromising quality and long-standing tradition to the customers (Lindt & Sprüngli AG, 2012). 1
Creative Strategy Statement: Advertising will convince a young female aged of 20 to 40 that 90% Cocoa EXCELLENCE Bar is the real smooth, rich and full-bodied dark chocolate than the average dark chocolate. Support will be that the 90% Cocoa EXCELLENCE Bar contains the real of 90% Cocoa and less sugar than any other chocolates that make the 90% Cocoa EXCELLENCE Bar product to stand out. The tone of advertising suggests are desire and sincere. Brand character of the product is that the Lindt share the highest quality standard chocolate product to the customers. 2
Copy Platform for Lindt 90% Cocoa Excellence Bar Advertising Problem: Our target audience is unaware that a dark chocolate is a full-bodied of smooth, rich and good for health. Advertising Objectives: To increase product awareness of the 90% Cocoa EXCELLENCE Bar within the target market by 60% over 3 months. Distinctive feature/usp/smp: For true connoisseurs of dark chocolate. Target audience: Female aged of 20 to 40, younger female group who are a chocolate lover and want to be fit and healthy (Fitday, 2013). Target competition: Lindt is not only chocolate bar product, there are lots of another competitors chocolate bar includes Cadbury and Nestle brands. With Lindt 90% Cocoa EXCELLENCE Bar is the only product that has 90% cocoa than any other chocolate products. Positioning: To position the product as a smooth, full-bodied dark chocolate with a balanced taste for the true chocolate connoisseur that make consumers taste real healthy smooth rich dark chocolate than any other chocolate brands. Creative strategy: Advertising will convince a young female aged of 20 to 40 that 90% Cocoa EXCELLENCE Bar is the real smooth, rich and full-bodied dark chocolate than the average dark chocolate. Support will be that the 90% Cocoa EXCELLENCE Bar contains the real of 90% Cocoa and less sugar than any other chocolates that make the 90% Cocoa EXCELLENCE Bar product to stand out. The tone of advertising suggests are desire and sincere. Brand character of the product is that the Lindt share the highest quality standard chocolate product to the customers. Execution: The ads are use the projects for Lindt 90% Cocoa Excellence Bar are on the magazine, newspaper and outdoor billboard. The ads can use the fitness model with a fit posture to hold the product, which it can show the style of healthy fitness posture image. 3
Supporting copy points: Lindt 90% Cocoa EXCELLENCE Bar is to show the true dark chocolate connoisseurs of real taste dark chocolate. 4
Rationale The Real Dark Chocolate Makes You Feel Alive! For True Connoisseurs of Dark Chocolate The ads for 90% Cocoa EXCELLENCE Bar is a full page, full page with colours which it is displayed in the magazine, newspaper and outdoor billboard to target younger female aged of 20 to 40 that the 90% Cocoa EXCELLENCE Bar is a smooth rich and a full-bodied with the taste of dark chocolate than any other chocolate brands. In the advertisement for the print ads will be in the Women s Health magazine which it is the best seller magazine for women who is fit and be healthy. However, the advertisement also can be in the newspaper of mx newspaper which it is a free newspaper and outdoor billboard it can be located in the CBD area and it would be the best opportunity for the target audience is to notice their awareness of the ads with the product of 90% Cocoa EXCELLENCE Bar. In the print ads, with one female model that is hold one piece of 90% Cocoa Excellence Bar standing on the treadmill cardio in the living room and holding in the mouth. The style show the postures with their bodies fit. These ads will be success in assist to attract the target audience aged 20 to 40 younger females who are chocolate lover and be healthy as the ads can stimulate the audience to make the relationship between dark chocolate and health. The Real Dark Chocolate Makes You Feel Alive is to achieve in successful is to advertisement the product of Lindt 90% Cocoa EXCELLENCE Bar by persuades the target audience of younger female aged 20 to 40 to purchase the product. The product is appealing by the text, colour, model of the product and image. The ads of the product is to bring together to make more persuasive towards the target audience by the appealing the imagery and emotional appeals use in the advertising. These appeals show that the audience and bringing out the feeling of the product with the real smooth and rich dark chocolate and related to good health to the audience. 5
Print ad Copy Format CLIENT: LINDT OF SWITZERLAND PRODUCT: 90% COCOA EXCELLENCE BAR MEDIUM: FULL PAGE, FULL COLOUR MAGAZINE AD (Women s Health) DATE: 19/08/15 KEY NO: 1890 N&D 017 165 AUTHOR: JENNY CHAN Headline: Subhead: Copy: Logo: Real Dark Chocolate Makes You Feel Alive! (ONE FEMALE MODEL THAT IS HOLDING ONE PIECE OF 90% COCOA EXCELLENCE BAR IN THE MOUTH AND STANDING ON THE TREADMILL CARDIO IN THE LIVING ROOM, SHOWING THE STYLE OF POSTURES WITH THEIR FIT BODIES TO SHOW THE PRODUCT TO THE CONSUMERS FEEL LIKE TO BE A TRUE CONNOISSEURS OF DARK CHOCOLATE.) 90% COCOA EXCELLENCE BAR (90% COCOA EXCELLENCE BAR) The true dark chocolate connoisseurs with a sophisticated palate. The luxuriously deep and velvety chocolate delivers the ultimate chocolate intensity with dark in colour with deep, rich and complex the most pure and balanced cocoa flavour that is surprisingly smooth on the palate. (Lindt of Switzerland logo) Bold: Master Chocolatier Since 1845 Bold: www.lindt.com 6
CLIENT: LINDT OF SWITZERLAND PRODUCT: 90% COCOA EXCELLENCE BAR MEDIUM: FULL PAGE, FULL COLOUR NEWSPAPER AD (mx) DATE: 19/08/15 KEY NO: PNR 1428/RS AUTHOR: JENNY CHAN Overline: Headline: Subhead: Copy: LINDT OF SWITZERLAND The Real Dark Chocolate Makes You Feel Alive! (ONE FEMALE MODEL THAT IS HOLDING ONE PIECE OF 90% COCOA EXCELLENCE BAR IN THE MOUTH AND STANDING ON THE TREADMILL CARDIO IN THE LIVING ROOM, SHOWING THE STYLE OF POSTURES WITH THEIR FIT BODIES TO SHOW THE PRODUCT TO THE CONSUMERS FEEL LIKE TO BE A TRUE CONNOISSEURS OF DARK CHOCOLATE.) 90% COCOA EXCELLENCE BAR (90% COCOA EXCELLENCE BAR) The true dark chocolate connoisseurs with a sophisticated palate. The luxuriously deep and velvety chocolate delivers the ultimate chocolate intensity with dark in colour with deep, rich and complex the most pure and balanced cocoa flavour that is surprisingly smooth on the palate. Bold: Master Chocolatier Since 1845 Bold: www.lindt.com 7
CLIENT: LINDT OF SWITZERLAND PRODUCT: 90% COCOA EXCELLENCE BAR MEDIUM: BILLBOARD AD (in every state of capital city) COPYWRITER: JENNY CHAN DATE: 19 August 2015 Headline: Subhead: Copy: Logo: The Real Dark Chocolate Makes You Feel Alive! (ONE FEMALE MODEL THAT IS HOLDING ONE PIECE OF 90% COCOA EXCELLENCE BAR IN THE MOUTH AND STANDING ON THE TREADMILL CARDIO IN THE LIVING ROOM, SHOWING THE STYLE OF POSTURES WITH THEIR FIT BODIES TO SHOW THE PRODUCT TO THE CONSUMERS FEEL LIKE TO BE A TRUE CONNOISSEURS OF DARK CHOCOLATE.) 90% COCOA EXCELLENCE BAR (90% COCOA EXCELLENCE BAR) The true dark chocolate connoisseurs with a sophisticated palate. The luxuriously deep and velvety chocolate delivers the ultimate chocolate intensity with dark in colour with deep, rich and complex the most pure and balanced cocoa flavour that is surprisingly smooth on the palate. (Lindt of Switzerland) Bold: Master Chocolatier Since 1845 Bold: www.lindt.com 8
Reference Covino, R.M. (2015). The Feminine Side of Chocolate. Retrieved from http://www.candyindustry.com/articles/84537-the-feminine-side-ofchocolate Fahim, J. (2010). Beyond Cravings: Gender and Class Desire in Chocolate Marketing. Retrieved from http://scholar.oxy.edu/cgi/viewcontent.cgi?article=1002&context=sociol ogy_student Fitday. (2013). Six Health Benefits of Dark Chocolate. Retrived from http://www.fitday.com/fitness-articles/nutrition/healthy-eating/6-healthbenefits-of-dark-chocolate.html Lindt & Sprügli AG. (n.d). Excellence 90% Cocoa. Retrieved from http://www.lindt.com.au/swf/eng/products/excellence/excellence-90- cocoa/ Lindt & Sprügli AG. (n.d). More than 70% cocoa. Retrieved from http://www.lindt.com.au/noswf/eng/secrets-of-chocolate/secrets-ofchocolate/lindt-quality/more-than-70-cocoa/ Lindt & Sprügli AG. (2012). UN Global Compact Communication on Progress 2012. Retrieved from http://www.lindtspruengli.com/fileadmin/global_content_all_access/sus tainability_corporate/5_sustainability_governance/downloads/cop_2 012_LindtSprungli.pdf Lindt & Sprügli AG. (2014). EXCELLENCE 90% Cocoa. Retrieved from http://www.lindt.co.za/shop/excellence-90-cocoa Mercola, J. (2014). Scientists Probe Dark Chocolate s Helath Secrets. Retrieved from http://articles.mercola.com/sites/articles/archive/2014/03/31/darkchocolate-health-benefits.aspx Read, A. (2014). Lindt short copy press ad. Retrieved from https://www.behance.net/gallery/22242145/lindt-short-copy-press-ad Virtual Medical Centre. (2015). Chocolate and Health. Retrieved from http://www.myvmc.com/lifestyles/chocolate-and-health/ 9