Sarah Goldthorpe
OUGD601 - Heavenly Chocolate
The Heavenly brand
The outside packaging aims to attrat consumers based solely upon Heavenly is a chocolate that and works to provide the aesthetics of thebrand chocolate othe elementsdelicious such as chocolate the taste for its customers, whilst great for the existence earth withabout a focus harvesting an texture. Therebeing is not copetitive theonbrand green and usingvalues. only certified sustainable oil. Itofworks to compete brands These are visable onpalm the back the chocolate barwith usin other g simple through visual aesthetics, taste and whilst is running a program symbols however the ultimate aimenjoyment, of the packaging to sell the actual in the background to help sustain product society, and the not environment and the economic its green morals or cause. infrastructure. When Heavenly does promote its sustainability story in both printOnce and video, it does so a fun, lightbased hearted, empowering, the consumer hasin purchased, uponself their attraction simple, to positive in spiring to encourage to 21st century consumer the and actual productway and/or its packaging, they are then able toinstead learn of driveabout them away like other brands.story, Heavenly works itsthey magic across platforms; Heavenly sustainable learning that can infact3 have a packaging, printed advertising an online (viral) video. product that tastes great and does (billboards) great. More and so, the Heavenly story is told in a simple, fun, light hearted, self empowering and positive way as asserted in the research for the extended writing.
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Sarah Goldthorpe
OUGD601 - Heavenly Chocolate
Chocolate bar packaging
The outside packaging aims to attrat consumers based solely upon the aesthetics of the chocolate and othe elements such as the taste an texture. There is not copetitive existence about the brand green values. These are visable on the back of the chocolate bar usin g simple symbols however the ultimate aim of the packaging is to sell the actual product and not its green morals or cause. Once the consumer has purchased, based upon their attraction to the actual product and/or its packaging, they are then able to learn about Heavenly sustainable story, learning that they can infact have a product that tastes great and does great. More so, the Heavenly story is told in a simple, fun, light hearted, self empowering and positive way as asserted in the research for the extended writing.
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Sarah Goldthorpe
OUGD601 - Heavenly Chocolate
Printed Advertising
The billboards provided for the brand aim to compete against competitors by emphasising great elements of the brand that don't rely on being sustainable and green. Instead the billboards focus on themes of taste 'A little taste of Heaven' and the enjoyment gained from consuming the product 'Spead the joy'. These descisions are in reflection of Lance Hosey's argument that when it comes to marketing sustainable produce it should be business as usual. People want their chocolate to be delicious and fulfilling not green, but if consumption can be capitalised on and used to attract people to great looking products that can serve the environment, society and economic infrastructure , via selling points that intest them, that is what should be done. Therefore that is what the billboard ultimately aim to do.
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Sarah Goldthorpe
OUGD601 - Heavenly Chocolate
The Chocolate bar
The design of the chocolate bar itself is a continuation of the aesthetic pleasure of the chocolate brand. Consumers are reminded of the strong brand personality right until they bite into the bar, and up until this point have an aesthetic image with which they can associate all they love and have learned about the Heavenly chocolate brand.
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Sarah Goldthorpe
OUGD601 - Heavenly Chocolate
Promotional video
The purpose of Heavenly's promotional video is to have another platform to tell the Heavenly story. As reported in eMarketer social media is a path well travelled by the public, and moreso consumers have began to trust word of mouth marketing from person to person over company advertising. Therefore creating a video that can be shared from person to person is a great way to contact consumers. The video, alike to the printed Heavenly story on the reverse side of the wrapper, aims to take the gloomy facts about unsustainable palm oil and turn the m into aspirational goals. The video takes the statistics set out and reports them in a way that finds a fun, lighthearted, positive, self empoweing and gratifying way for the consumer to get involved. It also aims to remove all doom and gloom from the issue at hand with a positive outlook and use of simple illustrations and colours with positive connotations. The video emphasises what the consumer gains over what they lose, and draws them in with a narrative like chatty tone of voice over a daunting factual one.
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