Novella: Melting Hearts campaign
Campaign Details
Brand owner: CandylandAgency: Manhattan Communications Limited, Group MBrand: NovellaCountry: OtherIndustry: ConfectioneryChannels: Cinema, Events experiential, Outdoor, out-of-home, Point-of-purchase, in-store, Product placement, Public relations, Social media, TelevisionBudget: 1 - 3 million
Executive Summary
This case study shows how Candyland Novella, launched in the Pakistani milk chocolate market after a 10 year monopoly of Dairy Milk, used an emotional strategy to stand above Dairy Milk by melting people's hearts. Two emotionally charged stories were developed using a...