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...