Target Audience: Chocolate Lovers

Strategic Thinking
A) Analysis and insight
Lindt has been providing quality chocolate for years, from traditional milk chocolate, dark chocolate, seasonal packs to special/ unexpected favored Chocolate. It was known for its diversity of chocolate choice. We knew that our competitors offered different types of chocolate but choice were rather limited. So Lindt want to celebrate the advantage of having the most  choices for target audience- that Lindlt is an “Everyday Chocolate”.

B) Communication Strategy
Thinking Chocolate as an everyday object would help Lindlt to reach its target audience. The target is the current Lindt chocolate lovers. She is a lady , age 20-45, she enjoy life and has her own kind of style, she enjoys fashion as well as food. She loves chocolate , especially during her special days, she thinks that chocolate makes her happier. It’s like coffee. She usually eats chocolate alone, in her office or during her break. She has the same flavor chocolate over the years and now it’s time for a change. The ad campaigns suggests different taste of chocolate for different days of the week. Prints(magazine) will be the best media to introduce the “Everyday chocolate” concept, in which she can read it alone or share it with her friends during her day.