This is my second YCN competition brief entry. 'Green & Black's' wanted to 'give new consumers a motivating reason to trade up to Green & Black’s.'
My approach was to sell something new about the chocolate, the scent. Everyone can relate a memory or a certain person or feeling to a specific scent. Different ones mean different things to different people which makes them so special. As 'Green & Black's' have a wide range of different flavours and scents I thought this concept would work well. I used the quote 'There's nothing more memorable than a scent...' as I feel it gives a positive message about the brand. I am happy with the outcome and think they work well as a set.
