Repositioning the traditional chocolate brand Suchard as a class of its own: "True Chocolate".
Over the years, the traditional chocolate brand Suchard lost its appeal and profile. A new positioning was required including a 360° campaign for it. In addition, the new Suchard Suprême should be advertised.
Establishing a separate product category: "True Chocolate"
Upgrading the brand and differentiating it from the competition by establishing its own new advertising category: "True Chocolate". Focusing on the product, staging as a premium brand, as lasting, timeless enjoyment in a time of fast-paced fake pleasure.
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Repositioning the traditional chocolate brand Suchard as a class of its own: "True Chocolate"
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