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Name of the Campaign: Jewels
Initial situation:
- relatively low brand awareness.
- relatively low weighted and unweighted distribution, dusty image
Campaign objectives:
- rejuvenation of the brand.
- keep brand values “classy”, tradition,timelessness
- increase brand awareness
- support distribution increase
Creative strategy: Jewels support the premium approach of the brand – “Feodora the jewel among chocolates”.
Total marketing expenditure: 1.2 Mio € including Pos activities.
Campaign results:
Increase of sales (ex factory) by 29 % compared vs. year ago :
- distribution increase + 5%
- high awareness with trade
- awareness increase with consumers + 18 %.
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