Galaxy Chocolate: The Galaxy style exchange

This case demonstrates how Galaxy, the chocolate brand, grew attention among young women in Ireland.

Galaxy Chocolate: The Galaxy style exchange

Campaign details

Agency: Irish International BBDOClient: Aisling HoganCategory: Integrated CommunicationCountry: Ireland

Background

Before the campaign, Galaxy was Ireland's No.2 brand in the Block category after Cadbury Dairy Milk. As Mars Ireland's leading chocolate brand, growing Galaxy would grow their market share. Despite a return to growth for Galaxy Block after an 18-month decline, Galaxy still faced a major challenge: an over reliance on the Large Block format which, while growing ahead of the market, didn't offset the decline of the Singles format.

The client's research identified 'Treat Me' and 'Transform Together...

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