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Cadbury Flake: Is it only “me time”? - PowerPoint PPT Presentation


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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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Presentation Transcript
slide1

Cadbury Flake: Is it only “me time”?

Wael Kaskas – Category Marketing ManagerKraft Foods GCC & New Markets

slide17

CELEBRATION

WHEN

HAPPENS

slide19

REWARD

TO

YOURSELF

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& gift to

.. Others…

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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

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Unique… the crumbliest and Flakiest Chocolate! Milk chocolate intricately folded (crumbly/flaky/wavy) with a fragile and delicate texture
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A selfish moment to pleasure Yourself…abandon all responsibilities just for a while and experience the effect of flake chocolate
global communication
Global Communication

Summer Rain 2007

Flake Advert 1985

what s the challenge

What’s the challenge?

Global vs. Local

Self Indulgence

despite culture differences she manages to create a happy balance in her life
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

she was able to create more time for herself
She was able to create more time for ‘herself’…

Individual

Individual

Family

Family

Community

Community

2010

2001

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“Sometimes when I eat chocolate I feel like I want to walk in the rain and do crazy things”

(Female, 18 year old, Riyadh)

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“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)

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“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)

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“Chocolate reminds me of childhood. Innocent, playful, worry-free”

(Female, 27 year old, Riyadh)

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Enjoy taste and textures

Moment of simple pleasure

  • New experiences
  • Feel indulge, calm, confident, content, flirtatious

For her chocolate means…

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Flake, simply, is a soft chocolate to touch, once it touches your lips, if crumbles, and spreads through your whole mouth, and all over your clothes. It tastes really great.

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“I would like to eat Flake alone, far from everyone’s eyes, on a Pacific beach. The moon would reflect its light on the sea and would enlighten the space for me. I would feel the sea breeze caressing me while experiencing that delicious taste, all by myself.”

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2010-11 Flake Launch

Our ambitions for Flake in the GCC:

  • Make Flake absolutely irresistible
  • Fascinate her with Flake
  • Seduce her with the uniqueness of Flake “Seduce her with the crumbliest and flakiest chocolate”
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11.6%

(April’11)

8.4%

(Oct’10)

Market Share in Saudi Arabia – Chocolate Bars

future

Future?

Stay tune to www.facebook.com/FlakeArabia

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Thanks

& enjoy!