Brand Communication Workbook

We designed a perceptual map based on the leading chocolate bars currently in the market.  Milkybar obviously holds the gap between nostalgic and youthful which indicates that their goal is heavily focused on keeping the bar looking nostalgic and youthful, at the other end of the axis is the singular Whittaker's bar which is more focused on a mature and artisan audience with its old-fashioned design with more premium ingredients that attract people looking for a more high-end chocolate.

Macro Trends  Prominence History Local ingredients Nostalgia  Smaller Scale  Brands story Health Conscious Involvement in sports/activities e.g. Weet bix triathlon Signs or images of fruit and nuts on packaging.  Quality Transparency through honesty (showing the product through the packaging). Sustainability At first we wanted to create a chocolate bar that would represent transparency through the product itself, although we had a better idea of selling different flavour chocolate bars based on seasons and what people eat in those seasons.

I used these images as it shows how chocolate companies use macro trends and celebrity endorsements to advertise and sell their chocolate bars. I also added seasons into the mood board as we are focusing on different flavours people would like to try depending on the season e.g. almonds in Autumn and mint in Winter.

This week we were asked to answer a few questions about what we think were two big trends or macro trends that are underrated in the world of chocolate novelty bars. Well-known chocolate companies such as Cadbury, Whittakers and Kit-Kat have all collaborated with other companies to produce new and existing flavours with their products. Cadbury has collaborated with Oreo multiple times to create Oreo flavours chocolate bars such as strawberry, mint and the original Oreo flavour. These may interest consumers to try these bars or blocks as they may enjoy both the companies products and want to see what the final product would taste like. Some research into the current NZ market for 'novelty bars' . What is out there among the Moro and Milky Bars? What has changed? In the chocolate bar market, there are two prominent appeals. Some brands have artisan ranges and others have more nostalgic ranges. With the move from more basic flavours of milk or dark chocolate to more artisan b...