CHALLENGE_
Launch Ritter Sport in the UK through a big idea, while working in a creative team to create an integrated campaign that includes press or posters as well as any other media.
BACKGROUND_
Ritter are a global chocolate brand with a long history (German origins) but have yet to officially launch in the UK. The brand was designed to be practical when on the move. The pack breaks open in a simple manner and the square shape was designed to fit a sports jacket pocket.
INSIGHTS_
• 9 out of 10 people love chocolate.
• 85% of people use colour as their primary reason for purchasing a particular product.
• Character in a chocolate brand is important to appeal to consumers.
From them insights we thought about where to position Ritter Sport within the chocolate bar market, and after tasting the bars we thought that it was a quality chocolate but it wasn’t too boring and serious in it’s appearance; unlike it’s competitors.
PROPOSITION_
Colourful squares of great chocolate are now in the UK.
TARGET AUDIENCE_
Chocolate lovers in the UK.
FINALS_
TEAM_ Lyndarn Harrison, Rhona Adams and Milly Guy.
