KS3 and KS4 > Media and Non-Fiction > Advertising > Chocolate: an advertising project

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1 tweakit resource guide Chocolate: an advertising project KS3 and KS4 > Media and Non-Fiction > Advertising > Chocolate: an advertising project How it works This activity is intended to follow the Chocolate advertising project available on Teachit. In role as advertising executives, students work in small groups to produce an oral presentation explaining how they would market a new chocolate product. Their audience is Thornbury s (the famous chocolate company) who are looking for an agency to launch their new dark chocolate. The rest of the class will play Thornbury s board members. Students are provided with a suggested structure for their presentations but this can be tweaked as necessary. To help sustain the attention of the board members, they could be given score cards to help them evaluate each group s performance. These may then be used as the basis of a vote to decide which agency will ultimately win the Thornbury s account. Try this! Or this! Or this! Students love the competitive nature of this activity. Encourage this by offering an appropriately chocolaty prize for the agency which has produced the best presentation. You can also motivate or reward students by using their posters, packaging etc for a classroom display. If any of the groups have produced an amazing PowerPoint presentation save it on your computer for future use as a model. Assessing presentations for GCSE speaking and listening. The activity meets the requirements of the explain/describe/narrate category for AQA GCSE Specification A EN1. The presentation could be drama focused in that students will need to sustain a role as an advertising executive. Students could be assessed individually or in their group. This presentation activity could form part of a wider scheme of work at KS3 or KS4. Before beginning this presentation, at least one lesson could be devoted to analysing some advertisements (TV and print) for different chocolate products and could lead to either media exam practise or media coursework for GCSE students. The run-up to Valentine s day and Easter will provide plenty of material for analysis and Creme Eggs make great prizes! Rhiannon Glover choco

2 Presenting your marketing campaign for a new chocolate product Speaking and listening assessment: explain/describe/narrate The story so far The famous chocolate company, Thornbury s, has developed a new dark chocolate made from a rare variety of Brazilian cocoa beans. Thornbury s are now considering ideas about what form their chocolate will take and are looking for an advertising agency that will launch their new chocolate. In groups, you are acting as advertising agencies with the task of planning a marketing campaign for the new chocolate. You should have chosen a form, a name and slogan for your chocolate. You should have also have designed the packaging for the product and made plans for a TV and magazine advert to promote it. Your presentation Now that you have planned a range of creative ideas for launching the new chocolate you will deliver a presentation to representatives from Thornbury s in a bid to win the account. Remember that you are in competition with other agencies so your campaign must be as original and exciting as possible and your presentation needs to be confidently delivered so that Thornbury s will choose you! You could structure your presentation according to the headings below, although you don t have to include all of them. 1. Explain what your chocolate product is and why you chose it 2. Who is your target audience and how will your chocolate appeal to them? 3. What is your product s name and slogan? 4. Describe the packaging you have designed and explain why you have chosen it 5. Describe the advertisement your group has designed. Why do you think it will be successful? 6. Have you planned any other marketing strategies? 7. Explain why your campaign is the best and why your group should win the account 8. Any questions from Thornbury s Adding interest to your presentation You may wish to use visual aids such as a mock-up of your packaging or an example of a magazine advert that you have produced. You may be allowed to use PowerPoint for your presentation but you should not simply read from the whiteboard or from your notes. It is important that you use language, your voice and body language to convey your enthusiasm and professionalism because you will be assessed on your ability to communicate your ideas effectively choco

3 Thornbury s Score Cards Use the cards below to help you to judge which advertising agency delivered the best presentation and created the best marketing campaign. has Group No/ Name Score for marketing campaign. Chocolate name, slogan, packaging etc (10) Score for presentation. Clarity, organization, vocabulary, interest etc (20) Total score (30) Comments. Mention any particularly good ideas from the campaign and outline particular strengths of the presentation choco

4 Marketing means: investigating who buys, when they buy, where they buy, how often they buy and how much they spend on a chosen item and then finding the best way to sell the item to make the most money Every chocolate bar has an ideal target market (buyers) and this is broken down into: Age Gender (male or female) Money/economics/lifestyle Values/interests If a chocolate bar is aimed at different people to you it s unlikely you ll buy it for yourself (but you might as a present for others). If a company decides it wants to change its target market for a particular product, it will need to change the way the chocolate is marketed. For example, the product TWIX had a target market of mainly middle-aged people a few years ago, and these people were buying less and less chocolate. TWIX decided to update their image to appear younger and launched the Break From The Norm adverts so people began to see TWIX as chocolate for teenagers. Sometimes, companies will try the following: Re-launch a product that s not selling well by aiming at a new target market (like TWIX but also YORKIE who are aiming their bars at men) Find new versions of the same product (like BUTTONS selling BIG BUTTONS, MARS selling MARS DRINKS, SNICKERS selling SNICKERS CRUNCHIE and lots of companies selling ICE-CREAM BARS) They will reduce the price or make the product bigger Bring out seasonal versions (especially at Valentine s Day, Easter and Christmas) Run special promotions (competitions, 2 for 1, money off, etc.) choco957.doc Page 4 of 5

5 Choose one of your favourite chocolate products and describe its target audience (the people most likely to buy it) Describe the wrapper of your chocolate bar (colours, fonts, words, etc.) Write a couple of sentences on how the wrapper appeals to the target market Describe an advert that you ve seen for your chosen product (print, Internet or moving image) Write a couple of sentences on how this advert appeals to the target market (images, music, dialogue, characters, ideas, etc.) Write a list of any marketing tactics that have ever been used to sell your product (money off, special versions, re-launch, etc....) Write a couple of sentences about how you could market your product better what you would do to sell more of it? choco957.doc Page 5 of 5

6 You are now in charge of launching a brand new chocolate product. Your target market is: Boys and girls aged 8 14 Reasonably cheap (under 30p) TASKS 1. Describe what your product would be like Is it a bar, a drink, an egg, an ice-cream, etc.? Is it a new version of an existing product or something brand new? What ingredients are in it? What size is it? How much is it? 2. Design a wrapper for your product Think carefully about colours, fonts, wording, material, etc. 3. Explain how you would market your new bar Look back at your notes on marketing and choose the most suitable practices 4. Design an advertising poster to launch your product Think carefully about the colours, fonts, images and words you choose Decide which magazines you d place the advert in (and if your product is seasonal, when you d place it) Where would you put a billboard poster? choco957.doc Page 6 of 5

7 Good descriptive writing appeals to all the senses And writing about chocolate even more so! Fill this grid with fantastic and evocative words for your product SIGHT SMELL TOUCH TASTE SOUNDS EMOTIONS choco957.doc Page 7 of 5

8 Chocolate X Company To: Advertising Executives From: Chief Executive We have now created our new chocolate! I want you to write a description of the new bar that will make it sound like the best product ever. It must appeal to the senses and be very original and must be only words long! Try using your words from the word grid you have produced Remember to be creative, imaginative and daring with your description Spelling, punctuation and grammar still count! choco957.doc Page 8 of 5

9 Who buys chocolate? When? How often? How much do they spend? What is the best way to sell it to them to make the most money? Cheap chocolate? Fancy chocolate? Working / not working? Fit and active person? Always on the go? About the buyer (target market) Age: kids? teenagers? middle aged? Gender: male? female? Money/economics/lifestyle: wealthy? keep fit? lazy? Interests: trendy? fashion? cars? the high life? choco Page 1 of 6

10 Sometimes a company changes its target market For example, the product TWIX used to have a target market of mainly middle-aged people......but they were buying less and less chocolate TWIX updated their image to appear younger new Break From The Norm adverts showed TWIX as chocolate for teenagers. Sometimes, companies will try re-launching a product at a new target market (like TWIX but also YORKIE who are aiming their bars at men) finding new versions of the same product (like BUTTONS selling BIG BUTTONS, MARS selling MARS DRINKS, SNICKERS selling SNICKERS CRUNCHIE and lots of companies selling ICE-CREAM BARS) reducing the price or making the product bigger bringing out seasonal versions (especially at Valentine s Day, Easter and Christmas) running special promotions (competitions, 2 for 1, money off, etc.) choco Page 2 of 6

11 My favourite chocolate product is I think the people who buy it are The wrapper is (colours, fonts, words, etc.) The wrapper appeals to the target market because The advert for this product is (print, Internet or moving image?) This advert appeals to the target market (images, music, dialogue, characters, ideas, etc.) because Write a list of any marketing tactics that have ever been used to sell your product (money off, special versions, re-launch, etc. ) Write a couple of sentences about how you could market your product better what you would do to sell more of it? choco Page 3 of 6

12 You are in charge of launching a brand new chocolate product. Your target market is: boys and girls aged 8 14 reasonably cheap (under 30p) TASKS 5. Describe what your product would be like. Is it a bar, a drink, an egg, an ice-cream, etc.? Is it a new version of an existing product or something brand new? What ingredients are in it? (nuts, caramel?) What size is it? How much is it? 6. Design a wrapper for your product. Think carefully about colours, fonts, wording, material, etc. 7. Explain how you would market your new bar. TV? Internet? Posters? Make it look fun / trendy? 8. Design an advertising poster to launch your product. Think carefully about the colours, fonts, images and words you choose. Which magazines would you put it in? Where would you put a billboard poster? I would put it near a Why? choco Page 4 of 6

13 Good descriptive writing appeals to all the senses and writing about chocolate even more so! Fill this grid with fantastic and evocative words for your product. SIGHT It looks like SMELL It smells like TOUCH It feels like TASTE It tastes like EMOTIONS It makes me feel like choco Page 5 of 6

14 Chocolate X Company To: Advertising Executives From: Chief Executive We have now created our new chocolate! I want you to write a description of the new bar that will make it sound like the best product ever. It must appeal to the senses and be very original. It must be only words long! Try using your words from the word grid you have produced. Remember to be creative, imaginative and daring with your description. Spelling, punctuation and grammar still count! An idea you can use to help you: At last, the. (awesome) new (title) bar... Fantastically). smooth and.. (creamy).. the..(explosive). flavours of. and. will make you feel.. At the end of a hard day (where?). tear open the.(funky) (gold).. box to reveal huge chunks of.. Rip them off on the go, or share with choco Page 6 of 6