The project for the production of caramel chocolate for JSC Kommunarka is an image project, thanks to which consumers get a unique experience of getting to know caramel chocolate. The release of 4 SKU chocolate in the El Caramel line at the same time makes it possible to make caramel chocolate a new trend.
Problem
Problem: Lack of knowledge about caramel chocolate among Belarusian consumers. People strive for new taste impressions and love chocolate that gives joy and bright emotions, turning each bar into a special event. Tasks: 1. Create a new brand of caramel chocolate 2. Generate interest among young innovators in the new taste and texture of a unique product from a Belarusian manufacturer and introduce the target audience to caramel chocolate, highlighting it as a unique product, not like ordinary chocolate with a filling.
Solution
The El Caramel brand received bright packaging and created vivid impressions from the consumer's acquaintance. We started creating a brand for the caramel chocolate line by developing a brand platform: Functional advantages: new product, unique taste, original development of the line with different tastes, bright modern design RTB: audience trust in the products of the Kommunarka factory, unique recipe. Emotional advantages: lifts the mood, gives joy, pleasant emotions (sensations) from consuming a modern and stylish product. Values: emotions, variety in both the product and life context, quality. Character: Bright, cheerful, charismatic. Positioning: El Caramel is a bright “character” from the Kommunarka factory, unlike anyone else. Big idea: Carnival of sultry emotions. Naming: El Caramel. The rhymed and caramel-like name immediately creates a mood of summer heat, hot sun and sultry dances. Easy to remember. Clearly read in all languages. Slogan: New caramel adventure.
Result
Sales of the entire line +25% to the plan (with a plan of 1 ton per month of one type), strengthening the position of the caramel type on the market. El Caramel became a hot new product in the entire assortment matrix of the confectionery factory. Of all 4SKU, the SKU with raspberries showed the best performance (share in the line 36%). The remaining positions 20-22%. El Caramel was of interest to the young audience. The adult loyal audience bought it as a gift, as something special. Price positioning: the creation of the brand allowed selling the product above the average price in the chocolate category of the factory.
