Choclairs: Pop it or drop it

Milan Agnihotri

Campaign details

Brand owner: Kraft Foods Malaysia
Agency: McCann Kuala Lumpur
Brand: Choclairs
Country: Malaysia
Channels used: Games and competitions, Internet - display, Outdoor, out-of-home, Radio, Word of mouth and viral
Media 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 new target group. Research showed that tween and teens consumed candies in order to have a playful experience with a sweet or tangy taste that would uplift their mood – but they did not associate specific functional or emotional benefits to candies. Brands were considered as identical in format and packaging, and the category displayed low brand loyalty.