Choclairs: Pop it or drop it

Milan Agnihotri

Kraft-owned confectionary brand Choclairs wanted to reverse declining sales and grow its consumer base in Malaysia by expanding its target market to include teenagers.

Choclairs: Pop it or drop it

Milan Agnihotri

Campaign details

Brand owner: Kraft Foods MalaysiaAgency: McCann Kuala LumpurBrand: ChoclairsCountry: MalaysiaChannels used: Games and competitions, Internet - display, Outdoor, out-of-home, Radio, Word of mouth and viralMedia budget: Up to 500k

Executive summary

Choclairs needed to arrest share decline and grow its consumer base. It therefore decided to expand its target to tweens and teens, ie from kids aged 7-9 to those aged 10 to 15 years of age. The communication challenge was to initiate a relationship between brand and this...

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