We decided to do the chocolate product advertising for magazine. Finally we chosed the Guylian. Guylian is Belgian chocolate brand. Guylian is a Belgian chocolate brand. The company has a reputation to produce the richest and finest quality chocolates in the world. The Guylian chocolate brand ranks fourth in terms of worldwide popularity and the product is characterized by its unique sea shell design. As for the chocolate quality, the Guylian brand targets the production of a high quality chocolate made from primarily natural ingredients such as cocoa beans, hazelnuts, sugar and milk powders. The company offers eleven (11) different chocolate sea shells produced by multiple mixes of ingredients and delicious chocolate filings. Last but not least, the product design and packaging is an important aspect for the brand. Guylian chocolates are packaged in transparent boxes so that the company can better illustrate the artistic chocolate design and the implied product perfection.

 

        What is the ad objective and the purpose of the ad? The objective of the ad campaign is to communicate the competitive advantages of the Guylian brand and to differentiate the chocolate from other brand options in the industry. If the consumer identifies with the brand attributes of Guylian, then the company is more likely to sell more chocolates and to enjoy a higher customer loyalty. In short, the company will be more successful in its sales strategy and can better defend its market share against competitors as the fourth most popular chocolate brand worldwide. This marketing objective results into clear guidelines for the ad design itself. The main marketing message to be communicated is “The unique artisanal Belgium chocolates”. Therefore, the ad must effectively communicate that the production of the chocolates represents a process of art.

        This process includes the following aspects:

1. Careful selection of chocolate ingredients according to taste, quality level and natural identity (organic versus artificial).
2. The skill to generate different mixes of various ingredients in order to develop multiple flavors.
3. The integrity of the production process itself (semi hand made versus automatic production)
4. The product design in order to create a truly unique chocolate (sea shells versus regular and ordinary chocolate squares).

If the ad can successfully reflect these factors, then the consumer is more likely to identify a higher product value in the Guylian brand and associate image and product brand attributes that secure the successful sales of the Guylian brand versus other chocolate competitors.

Target audience: 30-40 years old male and female

Competitors: Lindt Nestle Ghirardelli