2. Strategy, proposals and creative ideas contained in Agency’s proposals remain the property
of CASUL® INCORPORATED. All rights of the agency reserved. Unauthorized copying,
adaptation and dissemination of Agency proposals prohibited. Agency’s terms and
conditions are available upon request.
COPYRIGHT
CASUL® INCORPORTED
702 Nguyễn Văn Linh, Tân Phong, HCMC, 37761300, Vietnam
Tel: (+4) 38672496– Fax: (+4) 38628314
5. ● Founder: Craig Sams and his wife,
Josephine Fairley
● UK-based chocolate company
● First organic chocolate product, awarded
the Fair Trade designation
Campaign:
● 6 months campaign period: September
9th 2014 to February 9th 2015.
● Launch date significance: Christmas
Holiday
7. • Ho Chi Minh CityGeographics
• Females
• 30 – 50 years old
• High income
• Married, have children
Demographics
• Chocolate lovers
• Care about health & nutrition in each
product
• Consume chocolate (eat, cooking, gifts)
• Experiencers & Achievers
Psychographics
8. • Consume (eating, cooking, gift-giving) a
few chocolate bars each month
• Amount of consumption may increase
during special occasions (birthdays,
holidays)
Buying
Behaviours
• Good for their health
• Completely organic food – safe to eat
• Feeling ethical – Fair Trade
Benefits
Sought
10. • Green & Black’s organic dark chocolate is
the healthy choice.Key Message
• “It’s a guilt-free pleasure.”Slogan
11. • PRIMARY: To achieve brand awareness
by 15% of the target audience by the end
of the campaign
• SECONDARY: To reach 15% of the
target audience to recognise Green &
Black’s as one with obligations towards
all of its “green” credentials, by the end of
6 months.
Communication
Objectives
• To reach 5,000 likes on Green & Black’s
Vietnam facebook page by the end of the
campaign
Action
Objectives
13. Above the Line
TVC
Print Ads
Online
Banner
OOH:
Billboards
SEO
Below the Line
Direct
Marketing
Sales
Promotion
Public Relations
Forum
Seeding
Press
Release
Facebook
IMC Tools
ORGANISATIONAL
CHART
14. PRINT AD & BILLBOARD
Print Ad
Billboard &
Online Banner
15. Angles to recommend Activity Publication Format
1. The importance of green packaging
2. Ethical sourcing: ways in which Fair Trade
improves the lives of farmers
3. Reasons why dark chocolates are good for
women
4. Family treats made from chocolate
Online
Article
Vnexpress
500-700 words
+photos
Dan tri
Magazines
Dep
Full pageElle
Cosmopolitan
Forum
Seeding
Webtretho
Forum posts +
photos
Eva
Lamchame
PR ANGLES
16. PHOTO CONTEST
- My Chocolate and Me
•Time: 25/11 – 25/12
•Photo & Caption
•Content: Homemade chocolate dessert +
family having fun cooking
17. EVENT / AWARDS NIGHT
- My Chocolate and Me
Prizes Event (26/12)
Free samples +
Recipe Book
Chocolate Party +
Live Cooking Demonstration
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