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Cadbury Flake: Is it only “me time”?

Cadbury Flake: Is it only “me time”? Wael Kaskas – Category Marketing Manager Kraft Foods GCC & New Markets. Chocolate puts a smile on every face… brings joy. Energy to keep it going…. Or just to enjoy something sweet…. CELEBRATION. WHEN. HAPPENS. REWARD. TO. YOURSELF. & gift to

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Cadbury Flake: Is it only “me time”?

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  1. Cadbury Flake: Is it only “me time”? Wael Kaskas – Category Marketing ManagerKraft Foods GCC & New Markets

  2. Chocolate puts a smile on every face… brings joy

  3. Energy to keep it going…

  4. Or just to enjoy something sweet…

  5. CELEBRATION WHEN HAPPENS

  6. REWARD TO YOURSELF

  7. & gift to .. Others…

  8. But most importantly…

  9. To Enjoy The Simple Pleasures in Life…. ….that allow me to ….

  10. Give myself a treat Indulge or spoil yourself Rewarded stimulate my senses Feel special I had enjoyed a new sensations Romantic and sexy My Sheer Pleasure To enjoy the tastes and the textures

  11. Unique… the crumbliest and Flakiest Chocolate! Milk chocolate intricately folded (crumbly/flaky/wavy) with a fragile and delicate texture

  12. A selfish moment to pleasure Yourself…abandon all responsibilities just for a while and experience the effect of flake chocolate

  13. But what’s special about Flake..

  14. Who is Flake consumer?

  15. Flake Girl

  16. Global Communication Summer Rain 2007 Flake Advert 1985

  17. What’s the challenge? Global vs. Local Self Indulgence

  18. Saudi woman is no different

  19. Despite culture differences, she manages to create a happy balance in her life… Religion Duty Home Acceptance Mother & Wife Covered We Romance Entertainment Travel Achievement Woman Sensual Her

  20. creating her own intimate space that reflects her personality

  21. She was able to create more time for ‘herself’… Individual Individual Family Family Community Community 2010 2001

  22. What does it mean for chocolates & “me time”?(from research)

  23. “Sometimes when I eat chocolate I feel like I want to walk in the rain and do crazy things” (Female, 18 year old, Riyadh)

  24. “I love to light some candles and lie down with a chocolate…It brings me satisfaction. I feel it takes care of me” (Female, 23 year old, Jeddah)

  25. “Chocolate goes to your brain and causes a kind of vibration that stops you from thinking of anything else other than the chocolate and how to enjoy it…you feel that it goes deep in your veins” (Female, 26 year old, Dammam)

  26. “it makes me feel naughty when I eat it” (Female, 18 year old, Jeddah)

  27. “Chocolate reminds me of childhood. Innocent, playful, worry-free” (Female, 27 year old, Riyadh)

  28. Enjoy taste and textures Moment of simple pleasure • New experiences • Feel indulge, calm, confident, content, flirtatious For her chocolate means…

  29. How do we market such experience & “me time”?

  30. 1. TV Campaign

  31. 2. Equity Campaigns & Instore activity

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