Adrian J Cotterill, Editor-in-Chief
Cadbury Highlights, the low calories drinking chocolate, is taking a three week screen and sampling campaign in TONI&GUY’s highest footfall locations. The campaign, booked by PHD through outdoor specialist Posterscope runs through to the beginning of March 2011 and targets TONI&GUY’s female focussed audience, driving awareness of the brand.
Cadbury Highlights delivers a “chocolatey” taste experience but with only“40 calories a cup” and less than 1% fat per serving which especially appeals to women. The TONI&GUY environment is therefore ideal to communicate the brand’s message. The medium delivers a 70% female audience, mostly upmarket women aged between 25 and 34. Their TONI&GUY visit offers precious ‘me’ time, when they are immersed in a luxury experience and therefore open to prompts for other luxurious, indulgent products and services.
TONI&GUY customers will also get the opportunity to try the drink themselves through a sampling campaign running in conjunction with the screen media which will enable them to associate the product with the salon experience.
Digicom Managing Director Chris Forrester told us “The TONI&GUY digital screen network has an exceptional ability to reach upmarket young women, conventionally a very difficult market to target effectively. Not only does this demographic make up the majority of the network’s audience, it reaches them at a point where they are relaxed, feeling indulgent and therefore open to product prompts that reflect this mindset.”
Digicom’s creative team produced the ad based on press and the radio soundtrack to complement the Salon environment. The 20 second long, animated creative concentrates on the “40 calories a cup” message and the ease of mixing the drink.
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