Jiaqi WANG
Milka’s Karaokiss: an original campaign for Valentine’s Day (street marketing)
Valentine’s day, such as any holiday, has its lot of clichés. It can be summed up in three words: red, roses, chocolate.
How to make customers go beyond this classic triangle?
In Spain, the Fullsix agency, an independent communication agency, came with Milka’s advertising campaign for February 14th, organising a street marketing action that participants would remember for a long time.
Spreading Tenderness
Milka’s mission on this very special day was to bring people together, especially couples, by giving them a challenge: participate in a karaoke, but, instead of singing, the couples had to kiss in rhythm with Le beau Danube bleu, the famous Strauss waltz.
Milka proves that Valentine’s day doesn’t have to be just red and roses -although chocolate seems essential-, but tenderness comes with a very simple kiss!
This campaign helps building the brand image around its catchphrase, ‘Dare to be tender’. The brand is everywhere: the easily recognisable stained with white, a reminder of the Milka Cow. This campaign shows that Milka is determined to make the consumer feel close to them, and even feel like they have a feeling of belonging with the brand. Sharing and building a relationship is at the heart of this campaign.
As a reward: a tasting of the chocolates in the end, as tender as the kisses!
Nabila Mangrolia
Sources:
http://leblog.wcie.fr/2013/02/15/karaokiss-le-karaoke-des-bisous-de-milka-pour-la-st-valentin-3/
http://www.streetplanneur.com/index.php/2013/02/18/milka-fait-jouer-les-amoureux-avec-son-karaokiss/
Côte d’Or and Corporate Social Responsibility
Côte d’or: Participate in an Activity of Sustainable development with Cultivator of CACAO
Recently, Côte d’or collaborated with an ONG Care International for a project of marketing to convey its sense of social responsibility. The subject of the project is to develop the plantation of cacao and living standard of cultivator in Batéguédia II (a village of Côte d’Ivoire), which is famous for plantation of cacao and café.
How would Côte d’or proceed for the goal of sustainable development?
There are 2 missions. One is to plant banana trees to protect young cacao trees form the exposure of sunshine. The reason is that sunshine will affect the quality of cacaos during the growth of cacao tree and the blades of banana are wide enough to supply the shadow for young cacao tree. At the same time, the cultivators could also benefit from these banana trees.
The other mission is to interplant five categories of vegetable (tomatoes, eggplants, gumbo, pepper and green bean) with cacao. Because of cultivators could only harvest cacao twice per year and the productivity is pretty low. If the project is carried out, it could create job opportunities for the youngsters and increase the income of the local cultivators.
How could clients participate in this project?
The method is simple and interesting. Clients just need to put the code on the packaging of Côte d’or chocolat into the input box of its Internet site. Then the clients could choose one type of plant for his mission. Next, he should choose one part of the land to plant his plant. At last, clients could share this experience in his facebook with his family and friends. The goal of Côte d’or is to plant 200,000 plants before 31 may 2015.
In my opinion, this activity is really a smart way to give a good impression of Côte d’or’s social responsability to its clients. Because the social responsablity is not a value added for the products of Côte d’or, but it will impact the decisions of the clients who are more concern with the social development and environmental situation. So Côte d’or doesn’t need to invest a lot to this point, it just needs to contribute a little to let their clients know their attitude.
This project perfectly balances the investment and impression output. On the one side, the plantation could be regarded as one way to increase the productivity of their cultivators, and on the other side, this project could be also regarded as a contribution of Côte d’or to the local people.
Meanwhile, its collaboration the ONG Care International also contribute an positive impression to this « non-profit » project. In addition, the change of packaging for this project could be ignored. Côte d’Or just adds a code in the corner of the packaging. Above all, the project « Partenaire pour le meilleur » will be a success try for Côte d’Or to convey its great social reponsability to the public.
Jiaqi Wang
Sources:
The site which client can input his code: https://codes.cotedor.com/agir
The detail of this project: https://codes.cotedor.com/projet
The condition of utilization: https://codes.cotedor.com/Content/PDF/FR_Conditions%20G%C3%A9n%C3%A9rales%20Utilisation%20%20Participation%20Partenaires%20Pour%20Le%20Meilleur%20Cote%20d’O_16122013r.pdf
Brand: COTE D’OR
Created in 1883, Côte d’Or refers to the actual Ghana where some of the cacao beans were selected. Originally the logo was composed of an elephant, a palm tree and three pyramids. Nowadays only the elephant remain on a red background. This brand belongs to Mondelez International.
The brand owns a lot of products from biscuits to tablet. On this blog will mostly speak about the tablet since it is the broader range and the one we can compare to Milka.
Côte d’Or is a degustation product for all the food lovers, amateur in chocolate and well-being who wants to satisfy a physiological and pleasure need.
- Côte d’Or is known for the quality of its product. Even if it has developed onto a wide range of chocolate, it is recognized as a strong tasty chocolate bringing an intense taste of cacao. Usually mixed with noble ingredients such as pistachio, mint, coco… The brand aims to be at the opposite side of Milka.
Since 2005, Côte d’Or act with Rainforest Alliance with cacao farmer to develop three fundamentals cornerstone: social, economy, and environment. We will develop Côte d’Or implication later on our blog.
You will soon discover that Côte d’Or has a strong communication plan and try to break with the tradition.
Julie Marec
Sources:
https://www.cotedor-chocolat.fr/
http://www.lsa-conso.fr/nestle-grand-chocolat-fait-sa-revolution,138602
Image blason : http://fr.wikipedia.org/wiki/C%C3%B4te_d%27Or_%28chocolat%29
Image tablette: http://www.mylittlediscoveries.com/article-tablettes-chocolat-cote-d-or-winners-are-118158065.html
Image monde sans chocolat: http://www.ystyle.fr/food-drink/vous-imaginez-un-monde-sans-chocolat/ http://turbigo-gourmandises.fr/sos-chocolat-disparu-tablettes-cote-dor-a-gagner/
Welcome to Chocolate Lovers!
Our team, Chocol4te Lovers, is happy to present the first interactive blog presenting two amazing chocolate brands: COTE D’OR and MILKA.
First of all we would like to thank you very much for following us on. With us, you will soon discover the deepest and darkest secret about Mondelez International brands. Indeed, they keep the mystery about dealing with these two well known brands.
Our team will offer its services to give you the following information so we can all become aware customers. For you, we will describe the products through articles, pictures and testing. We will then compare the brand positioning, their communication, and their competitors, We hope that you will enjoy visiting our blog as much as we enjoy writing it. Please do not hesitate to post comment or additional information in order to share your own information about this passionate topic.
The Chocol4te Lovers
chocol4te lovers 