CM417 Fundamental Creative Development Project

Client: Royce' Nama Chocolate

Strategic Breif:

Background:

All products manufactured in Hokkaido, Japan/ all ingredients grew and selected in Japan

Only 4 Boutiques in US (3 in NY)/ Available online and delivered with dry ice

Popular among Asian countries/ Best desserts in NYC 2013(Time Out)

Have to be refrigerated to keep fresh/only 30 days/ Preservatives-free

Business Challenge:

Lack of brand awareness in US/ Strong competitors (e.g. Lindt/Godiva etc.)/ Inconvenience in Consumption( either in NY or online)

Objectives: Raise brand awareness/ Build brand image

Competitive Forces: Godiva/ Lindt

Target Audience: Chocolate lovers/ Age 18 -60/ Upper middle class/ People who interested in Japanese cuisine/ Epicure

Insight: The most "Japanese" Chocolate

Current Perception: "Never heard of it", "Difficult to buy", "Expensive", "Tastes smooth"

Desired Perception: Royce' Nama Chocolate is another Japanese delicacy, like sushi

Creative Executions

Copy: Presenting the absolute Japanese chocolate

Media: Two print & one non-traditional