Thrill seekers
For my master thesis project, I wanted something challenging but unique. This is why I combined two Belgian cultural actors that have nothing in common, except their roots in our cultural heritage, to create an unexpected campaign.
Let me present my Repositioning campaign for the chocolate brand Leonidas towards the techno community, on the Belgian market.
but why ??
It might seem weird and maybe scatterbrained at first but there is a strong strategy behind this case-study.
In a few words, my research has shown that Leonidas is mostly related to family souvenirs for the audience, while being seen as a premium and unaffordable brand. However, they might consider buying Leonidas products if the brand would propose simpler and affordable products with an appealing packaging, while being fair-trade. On the other hand, the choice of the techno community as a target is due to the rise and the democratisation of techno on the Belgian market, and the lack of targeting of this segment by the famous chocolate brand.
The campaign's objectives were twofold: change the audience's perception towards the brand by creating appealing messages and visuals that speak to their interests, and then convert the techno fans into potential customers.
THE STRATEGY
Timing: Summer Campaign (July - August). Leonidas already has campaigns the rest of the year for its core-audience for every festive occasions (Christmas, Easter, Valentine's Day, ....). So making a summer campaign was an obvious: summer holidays are a seen as a festive moment for young people, and on the other hand, it usually is a slow period for the brand.
The Reason To Believe: Accessibility. In every aspect: product's prices and composition, communication means, the occasions to consume the brand and the implementation of new products and designs.
Thrill Seekers. Both techno and Leonidas provide a strong sensorial experience, reflected by the name of the campaign "Thrill Seekers". The original mission of Leonidas “sharing moments of happiness with your loved ones, for special occasions” is twisted into “share an intense experience with your tribe and treat yourself at any time”.
THE CAMPAIGN
New products & designs
Back view
The Discovery Box. Leonidas boxes are the essence of the brand. This box includes 3 classic tastes and 3 new tailored tastes according to the audience's preferences. The products and packaging have been designed according to techno design's trends.
Front view
The Discovery Box' items. Refined and reshaped, each item has its own name, shape and taste.
The classic tastes, already existing in Leonidas product range, are reshaped into vinyls to recall techno roots.
Salty Groove
Puffed Rice Symphony
Echos of darkness
The new product's tastes, namely a popping candy chocolate, a remastered version of the famous Leonidas chocolate "Manon" filled with cookie dough, and a chocolate ball filled with peanut butter, are a more accessible option in terms of taste for the audience. Each product has a distinctive design, shape and name.
Poppin' Bliss
Doughlicious Glitch
Cosmic Peanut Delight
New chocolate bars. Chocolate bars are the most affordable Leonidas products and the easiest to carry, it is therefore a flagship product for the targeted audience. Each bar's packaging, taste and name match the discovery box' items.
Outdoor Campaign
Billboard ads. As the reach is wider, the designs are simpler.
Promotional stands and flyers. During the campaign, promotional stands are set in strategic locations, where the techno fans used to gather. The promo team is made of students which are part of the community, their job is to give free ice-creams and promotional flyers. As the audience is directly targeted, the stands, the ice-creams packaging and the flyers are designed to appeal the techno fans.
Digital Campaign
Instagram feed posts and Reels/TikTok. These are the audience's preferred social media channels.
