Had a rough day and you want something to cheer you up? School’s busy and the only surprise you get are exams grades? Or wouldn’t it just be nice to meet people? We found the perfect solution for this inescapable looking situation. And it is that easy!
We took a day off to surprise people with chocolate and make them happy. But not with any kind of chocolate. No…
Lindt. The Sweet Temptation
When you think of Lindt chocolate, you probably think of delicious chocolate wrapped in golden packaging, all together with the childhood memory of getting some in proud moments of your grandparents or searching it for hours on Easter holidays. (Yes, we are a bit sorry for the nostalgic feelings and that you now can’t think of anything else than getting a bar of chocolate as soon as possible.)
But even though Lindt has had this extraordinary taste for decades, there haven’t been any revolutionary changes to the marketing campaigns. Guess what, that all changed with their new campaign released in 2014. Lindt however remains the same – the sweetest of temptations.
Hello. My Name is Nice to Sweet you
Indeed, this campaign is a revolutionary change in the history of Lindt. With a set of new delicious flavors, wrapped in colorful handy packages with remarkable, funny, eye-catching labels, the new product line attracts the millennials among chocolate lovers.
Lindt. Makes Your Tummy Yummy
Maybe you wonder how it is possible to surprise people with Lindt chocolate and make them happy on campus? No worries – we will get to the revelation of this secret later. But first get a little bit of inside information about Hello. My Name Is Nice to sweet you campaign:
It is that simple: Lindt launched chocolate bars with four new flavors – Strawberry Cheesecake, Cookies and Cream, Caramel Brownie, Crunchy Nougat and added Sweet Popcorn. All in colorful designed packages with a lot of emojis and friskiness. Additionally, the sizes of the packages do not look the same: They are smaller and easier for on-the-go.
What about their advertisement?
Guaranteed you thought about a very experienced looking chef who stirs up a big pot of liquid chocolate! Do you?
We told you! But suddenly Lindt changes it all! The good looking charming men disappears from the campaign and a bunch of hip and cool models make their way to the chocolate advertisements.
All scenes with colorful and playful captions and shots. The music changes from their orchestral and symphonic music to powerful, rhythmic and happy music – making us all excited to get off our couch and getting another bar of these irresistible chocolate bars.
What did Lindt do to catch people’s attention?
The Hello. My Name is Nice to sweet you campaign uses:
- Advertising in mass media in form of TV commercials released all over the world. Certainly of interest is the cultural diversity of the commercials. For instance, Lindt South Africa uses their own ambassadors for the campaign.
- Social media networks with a strong focus on Facebook. It’s not a secret. Social media is the gateway to reach millennials. But Lindt thought this time to make a difference and sets up guerilla strategies to surprise their target group virally. With the #SingHelloChallenge, customers were encouraged to upload a personalized music video on Facebook and had the chance to win chocolate bars.
- In-store advertising with specially branded display stands as well as seasonal special editions of the product (summer and winter editions).
- Personal Selling and Sales Promotion activities in Lindt stores all around the world is what the company is famous for. But Lindt offered personalized chocolate bars – customers could design bars with their pictures in Lindt stores and either wrap them as present or keep them for themselves.
Lindt. It’s Like A Kiss
It’s sweet. It’s different and it makes happy. It is Lindt chocolate. It is Hello. My name is Nice to sweet you..
Therefore, we had a mission: To make people smile on Stellenbosch University campus with a taste of Lindt chocolate*! We took a day off, charged our video camera, and surprised some strangers. We didn’t expect what happened next:
(c) own production
***(*In friendly cooperation with Lindt & Sprüngli South Africa)***