Background
“When Green & Black’s was launched in 1991, we cheekily declared it to be ‘guilt-free’ chocolate. As the world’s first organic chocolate, it gave passionate chocolate lovers a way to indulge their taste buds without having an environmental impact…because conventionally grown cacao is still one of the most heavily sprayed food crops in the world. But we know that what makes someone buy a Green & Black’s treat a second time…and a hundredth time…is sheer deliciousness.”
–Jo Fairley, Founder of Green & Black’s
Many are unaware of the origins of the name Green & Black’s; quite simply it’s a name made up by Craig and Jo, our founders. Green is for the Organic principles that we have always stood for and Black for the rich, deep colour of the chocolate and its intense taste. The ability to fuse these two elements together is what makes us so unique.
This positioning makes Green & Black’s an enviable brand; we win awards for taste, coolness and ethics. Journalists want to write about us, consumers want to taste our chocolate; we’re often the most popular stand at sampling events, chefs pro-actively endorse us and marketing agencies want to work with us.
What started with a bar of Dark, 70% cocoa chocolate, for which we are best known today, has now become a wide range of products including 15 flavours of bar, a gift range, ice cream, hot chocolate and cooking chocolate.
We’re now a multimillion pound brand but one formed from a small, but incredibly loyal base of consumers who know us and love us. They religiously buy our products, talk to their friends about us, contact us with feedback, in fact they help us market our delicious chocolate.
Now we are at a stage where we want to bring the next generation of consumers into the brand to continue our growth, especially from other areas of our brand portfolio, not just our bars.
The Creative Challenge
We therefore wish to develop a marketing campaign that gives new consumers a motivating reason to trade up to Green & Black’s above the other premium chocolate brands out there. The creative challenge is to recreate the buzz behind the Green & Black’s brand to encourage even more consumers to try us and fall in love with us.
One of the biggest challenges we face (for both recruitment and retention) as we try to grow is in encouraging consumers to step up to Green & Black’s and pay that little bit more for us. Historically, we’ve found that getting people to taste our chocolate is more likely to get them to buy the brand.
Creative Considerations
We are not necessarily looking to create a tagline but to have an ‘infectious brand idea’ that is just as much about how the brand behaves as what it says. Not only should it come across in our marketing communications but also in the type of products that we would launch, the distribution channels we might use or the ways we operate as a business. Think for example of the Dove campaign for Real Beauty or the Cadbury Dairy Milk Glass and a Half Full Productions, these both have an infectious idea that extends beyond the marketing copy.
The brand idea needs to be discovered and drive word of mouth. In its first instance it may only connect to a small group but it needs to quickly roll out to engage a large audience.
While we want to broaden the appeal of Green & Black’s, it must maintain its premium nature and not dumb down. Let the people come to us.
Creativity is the key, we what to see how you would bring our brand to life and talk to our consumers in a positive and powerful way.
We are all adults so we can talk to our consumers intelligently with a witty attitude without alienating people, being pompous or too highbrow.
We have a strong personality. This is what has made everyone sit up and take notice of what we’ve done so far. Be bold – Ask for forgiveness, not permission.
We are known for our bars of chocolate but have a portfolio that stretches far beyond this, e.g. gift packs, ice cream and hot chocolate. Consider how these could help us achieve our goals.
Target Consumer
- All adult lovers of chocolate, especially those buying other ‘premium brands’.
- Our products have broad age appeal for our brand but we feel that there is an opportunity to bring in a younger generation e.g. 25-35 year olds.
- Consumers who enjoy premium / quality products and value better quality food.
- Our consumers are environmentally friendly but it’s not their priority.
Media
You are free to demonstrate your creative thinking in any medium or combination of media you see fit. Think about the spaces and environments in which the target consumer will be receptive to being engaged creatively. There are no limitations to how you bring your idea to life!
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