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Alpen Gold
A new approach to the sophisticated segment

RAN IN: Russia

CLIENT
Mon'delez Rus LLC

AGENCY
EMG Promo *Lead Agency


Ogilvy and Mather *Lead Agency


SUMMARY

Imaging a merry and positive chocolate brand, yes, this is Alpen Gold. How do you exactly make it popular within the bittersweet or bitter category especially given the fact that it’s never had a strong position there? This is a different audience (age: 35+), different range of more conservative competitors, communication is rather exquisite and posh. Changing the main brand idea didn’t look gold so we took another approach to bittersweet and bitter segment. Those adults who mean all business and seriousness may very well be funny and full of childish mischief. Our 360 degree ad campaign included characters, celebrities and consumers revealing an unexpected mischievous side of themselves – and the brand easily became popular among responsible adults, successfully infiltrated the segment and went ahead all market forecasts.

CASE STUDY

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CASE VIDEO


Audience: We focused on reaching a maximally wide audience in order to increase the brand's penetration and market share. Our target audience was everyone who loves chocolate, disregarding gender (woman and men eat dark and bitter chocolate), ages 35+ (most consumers of dark and bitter chocolate are over 35). Dark and bitter chocolate is a kind of reward for them at the end of a work day.  

Objectives: Our longterm goal was to become the leader in the dark and bitter chocolate segment. To catch up to our main competitor, we needed to increase Alpen Gold's dark and bitter chocolate's penetration from 3.6% to 8%, and its value share in the dark and bitter chocolate segment from 3.5% to 5%.  

Type: B2C

Language: English, Russian