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Cocoa priorities 2012 One CHOCOLATE thematic all year long

Cocoa priorities 2012 One CHOCOLATE thematic all year long 2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: + 150% growth in CHOCOLATE via : Full A-brand switches More retail PL commitment in chocolate Broader chocolate OOH offer.

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Cocoa priorities 2012 One CHOCOLATE thematic all year long

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  1. Cocoa priorities 2012 • One CHOCOLATE thematic all yearlong • 2 peakperiods : Easter & Sinterklaaswork via a « push & pull » strategy • Objective: +150% growth in CHOCOLATE via: • Full A-brand switches • More retail PL commitment in chocolate • Broaderchocolate OOH offer

  2. CreatiefConceptMeet MAX

  3. PisteFIGURES • Chocolate ‘figurines’ are pure fun, they are representativeforBelgian chocolate (typicalBelgian). • Figurines are story telling, theybring chocolate ‘alive’ = chocolate EXPERIENCE. • We createourownfigurine, he is the tangibleresult of whatFairtradecanrealise. (the proof of the pudding is in the eating ;)

  4.  Story telling, he will tell the story of Fairtrade cocoa in an edutainment way (education & entertainment) MaxFigurine • Positive tone of voice, ‘joie de vivre’ •  Recognisable and realistic: school uniform, big African smile, slippers, backpack,.. •  Max will create ‘rumour • around the brand’

  5. Headlinebijcampagnebeeld • Fairtradechocolade. • Valt ook in Afrika in de smaak. • Le chocolat équitable. • L'Afrique aussi le trouve à son goût.

  6. Baseline • Fier op onzechocolade? Zekerals het Fairtrade is! • Soyonsfiers de notrechocolat, choisissons-le équitable!

  7. Action plan 2012

  8. Cocoa Campaign 2012 APRIL Fairtrade easter egg chases Consumer campaign launch OCTOBER Week of Fairtrade Buzz campaign, retail & OOH activities NOVEMBER - DECEMBER Sinterklaas goes for Fairtrade!

  9. GeneralcommunicationPoster/leafletRecto

  10. Poster/leafletverso

  11. JULYTravel to Ghana with Ketnetvisit KuapaKokoo and meetMax in real life!

  12. Half OCTOBERAfter theWeek of the Fairtrade

  13. OCTOBERRetail activities

  14. OCTOBEROOH activities • Preparation of the • “Sinterklaasroadshow”

  15. NOVEMBER/DECEMBEREntrance of Saint NicolasRoadshow + Media attention

  16. Conclusion Max can make a hell of a difference !

  17. Agenda

  18. Coffee break

  19. SLOTWOORD MOT DE LA FIN Lily Deforce- Director

  20. Networking drink

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