Galaxy aims to future proof its brand with’step change’ in brand positioning

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The iconic chocolate manufacturer is ramping up inventions and launching a brand new TV campaign to convey”a step shift” for the newest. Gone would be the looks from girls ingesting a square of chocolate.

Sarah Mellor, Galaxy’s new manager, informs Marketing Week:”We wanted to actually indicate a step change for your brand. It had been all about launching a brand new tone of voice to reveal what is to come.”

The’You Can Do It ‘ campaign, which starts this week, includes a girl”doing it all” — juggling her career, becoming a mom and activist — prior to deciding to cease and unwind with a Galaxy chocolate bar. Networking will, supports A TV advertisement, made by AMV BBDO and urges consumers to take out some time .

With Mellor stating it needed to portray indulgence, the ad marks a change from Galaxy psychedelic advertisements.

Currently there are plenty of unique methods for doing this, [the world] has changed and we would like to represent that change.”

Galaxy is hoping the effort boost earnings and will alter the perception of their new among its target market of girls. Mellor says it’ll also be paying careful attention to”softer measures” such as opinions from customers.

She remarks:”A large challenge on those brands would be to maintain them applicable to the younger generation and that is what we actually need to perform on Galaxy, we need it to seem fresh contemporary and contemporary.

Regardless of the advertisement indicating a significant change in tone for Galaxy, Mellor insists it’s”one little element” of shifting consumer perceptions.

The effort complements a set of innovations in the brand, for example, launching of Galaxy Darker Milk in March, with more inventions”impending”. Mellor claims that the brand has”altered resources” to concentrate on innovation, together with the modifications”proactive” as opposed to responsive.

“In the last 3 decades there’s been a change concerning direction and pace [in both communications and innovation ] and you’ll understand far more from the superior distance,” Mellor says.

She concludes:”It is not true that we’re repairing something broken. We’ve got an present foundation for Galaxy and there are tons of customers that love our brand however, the occupation would be to continue to develop and be applicable.”

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