Ferrero Canada is shaking up the boxed-chocolate category with a new national campaign for its Rocher brand that uses a humorous approach while continuing to reinforce the enjoyment derived from the chocolate-eating experience.
Alan Cosman, president and ceo of Ferrero Canada, says since women aged 20 to 45 are the primary target for boxed chocolates, advertisers in this category have traditionally used images of women in the throes of rapture brought on by eating chocolate.
The new campaign, from Garneau Wurstlin Philp Brand Engineering of Toronto, does not.
The tv spot and outdoor advertising which strongly positions Ferrero with a new tag line, ‘Never, never deny yourself pleasure’, approaches the product promise in a novel way.
The commercial called ‘Eduardo’ features the eccentric title character walking through his mansion expounding the simple virtues of a happy life – a place to entertain friends, the love of a pet, a hobby – while, in the background, surreal images of a lavish formal party, a pet dinosaur and an elaborate toy train are shown.
Other Ferrero brands include Tic Tac, Kinder Surprise, Nutella and Mon Cheri.
