The campaign kicks off today (11 March) with an outdoor and press campaign to introduce the brand’s ‘This is not a chocolate bar’ strapline. The Mother-created ads give personalities to five of the chocolate maker’s most popular bars.
Sampling and PR activity will support the adverts over the next four weeks.
Erin Kennedy, senior brand manager at Green & Black’s told Marketing Week there is a perception it only sells dark chocolate. The campaign aims to dispel this by encouraging new and existing customers to visit its recently revamped website where they can learn more about its full-range.
She adds: “We spent the last year developing a platform that was going to give us the freedom to inject personality into our bars but also still stays true to the vibrant and cheeky tone of voice the brand is known for. With the latest creative we really want to challenge conventions and make people stop and think about the images when they’re out and about.”
The marketing push is part of an ongoing effort to get consumers to trade-up to Green & Black’s. It aims to exploit the $8bn (£5.4bn) premium chocolate market, which market researcher Mintel claims is growing faster than the overall category.
Green & Black’s business leader James Holloman adds: “We’re an adult brand and are really looking to go beyond just being known for our chocolate and move into the lifestyle space. We want this campaign to encapsulate that and give us a platform to work from moving forward.”