Brand Solutions, Concept Creation and Testing-

Building the Strategic Communication Brief

CONCEPT 1 I love having variety in my life, because it empowers
me and makes me feel like a winner. Variety gives me
a sense of satisfaction and a feeling of achievement.
Whereas normal cliché things make me feel dull and
trapped in shackles of limited choices.

Presenting Hershey's Exotic Dark, which promises to

create an experience of variety and indulgence, with its
unique flavors and premium dark taste!

Hershey's Exotic Dark is made with exquisite fruits like

raspberry and goji, blueberry and acai and pomegranate,
These flavors are different and provide an exotic variety to
choose from, thus breaking the monotony of same old
Pack of 3(300 flavors like fruit 'n' nut & caramel, and satiating the variety
g)- Rs 450
seeker in you!

THE ALL-NEW HERSHEY'S EXOTIC

DARK, CRAFTED WITH VARIETY!
CONCEPT 2
I am very conscious about my health and eating
healthy makes me feel tension free about my
lifestyle and eating choices, or else it fills me with
a feeling of guilt and regret. I want to eat healthy
without compromising on the taste​

Presenting Hershey's Exotic Dark that has the goodness

of real berries and authentic dark chocolate to make you
feel hearty as well as healthy!​
Hershey's Exotic Dark consists of real fruit like
raspberry and goji, blueberry and acai and
pomegranate that is not only delicious, but gives you
the nutritional benefits. These berries are coated with a
rich dark chocolate layer that has antioxidants that
Pack of have been proven to protect the heart and detoxifying
3(300 g)- Rs your body of dangerous chemicals.​
450

THE ALL-NEW HERSHEY'S EXOTIC DARK WITH THE GOODNESS OF

REAL FRUITS TO KEEP YOU HEARTY AS WELL AS HEALTHY!​
CONCEPT 3 Things that are considered "Premium" should be able
to invoke a feeling of grandeur and luxury when you
use it, because that is its essence and that is why
they are called "premium", not regular. I should feel
special and be filled with a sense of celebration as
soon as I consume it.​​

Presenting Hershey's Exotic Dark, whose exotic flavors and

a rich dark taste and quality will make you experience what
eating an actual premium and luxurious chocolate feels like.​

Hershey's Exotic Dark consists of premium and exotic fruits

like raspberry and goji, blueberry and acai and
pomegranate that give you the feeling of eating something
unique, different, thus giving off a feeling of premium-ness
rather than the "regular" feeling of eating chocolates.​
Pack of 3(300
g)- Rs 450

THE ALL-NEW HERSHEY'S EXOTIC DARK, WITH A RICH QUALITY AND

DARK TASTE THAT MAKES YOU GO "THIS IS WHAT PREMIUM FEELS
LIKE!" ​
 Strategic Communication Brief
Competitive Landscape: “The entire premium chocolate category derive their premium factor from relaxation, indulgence and
fleeting moments, while hershey's Exotic dark promises to create a memorable experience by inducing variety anda sense of
grandeur.

Brand Opportunity: To make loyalists as well as light users of Visionaries and Ropewalkers to shift from the current brands of
premium dark chocolates they consume to hershey's Exotic Dark

Target Consumer: The Variety Seekers( who want new exciting flavors and and variety in their choices and are ready to move
beyong traditional boring flavors like caramel, fruit 'n' nut

Communication Challenge: “I want to convince my SuperConsumer that it is possible to have premium chocolates that offers
variety in flavours."

Insight: "Variety gives me a sense of satisfaction and a feeling of achievement. Whereas normal cliché things make me feel dull
and trapped in shackles of limited choices."

Brand Benefits:
Functional Benefits: New variety with fruits in dark chocolates
Emotional Benefits: Instills a feeling of luxuriousness and achievement
Product Attributes: Real fruits inside chocolate

RTB: Real fruit like raspberry and goji, blueberry and acai and pomegranate, flavors that are different and unheard of, and coupled
with the rich premium taste of real dark chocolate promises to make you feel different than the rest with every bite and breaking
the monotony of same old chocolate flavors like caramel and fruit 'n' nut.

Message Strategy: The all-new Hershey's Exotic Dark, filled with premium taste and crafted with variety!
FINAL CONCEPT I love having variety in my life, because it empowers
me and makes me feel like a winner. Variety gives me
a sense of satisfaction and a feeling of achievement.
Whereas normal cliché things make me feel dull and
trapped in shackles of limited choices.

Presenting Hershey's Exotic Dark, which promises to

create an experience of variety and indulgence, with its
unique flavors and premium dark taste!

Hershey's Exotic Dark is made with exquisite fruits like

raspberry and goji, blueberry and acai and pomegranate,
These flavors are different and provide an exotic variety to
choose from, thus breaking the monotony of same old
Pack of 3(300 flavors like fruit 'n' nut & caramel, and satiating the variety
g)- Rs 450
seeker in you!

THE ALL-NEW HERSHEY'S EXOTIC

DARK, CRAFTED WITH VARIETY!