LINDT CHOCOLATE
Lindt Chocolate, founded in 1845 Switzerland, positions itself as a premium luxurious and high-quality chocolate brand. Their branding embodies prestige and heritage through their typeface, rich colors, and lace detailing on the product and packaging.
THE PROBLEM
Campaigns continue to heavily center the master chocolatier with little to no innovation. The exact same packaging, colors, tone, and message since the early 70s with little to no room for innovation or culture: losing touch with younger generations.
MY ROLE: CREATIVE STRATEGIST
THE ASK
Create relevant & engaging campaigns targeted to Gen Z with an emphasis on culture and social media
TARGET AUDIENCE
Gen Z (ages 18-28)
Heavy social media users (TikTok & Instagram)
Sweet treat connoisseurs
People who value sharing limited edition experiences with friends
KEY INSIGHTS:
"Young consumers can feel personally connected to a brand through experiences, especially if they’re one of a kind and made to be memorable (84% of young consumers agree that brands should be trying to make experiences unforgettable)."
-YPulse
According to the National Research Group, Gen Z goes to the movies more than any other generation — 90% of this generation goes regularly, along with 80% of millennials.
Crucially, for Gen Z audiences, the movies are “a moment.”
-ADWEEK
“The cultural moment that was Barbenheimer proved that, especially for younger consumers, movies are a premium, shared, experiential entertainment medium. This makes them the most urgent kind of appointment viewing.”
- ADWEEK
THE IDEA
Similar to Crumbl Cookies, Lindt Chocolate will release limited edition chocolates at movie theaters across the country at select theaters in major cities such as Los Angeles, Chicago, and NYC.
In the opening week of the screenings, Lindt will collaborate with starring actors to make guest appearances at select theaters and hand out themed Lindt chocolates. To honor Lindt’s Chocolatier legacy, some celebrities may even wear the iconic Lindt Chocolatier hat (as seen below).
MEDIA SCHEDULE
Short Form Promotional Content - Paid Ads
Just a few weeks before the movie premiere, Lindt Chocolate will post short-form reels and carousel posts with close-up visuals of the limited chocolates. A portion of the content will include Lindt Chocolatier special guests to remain true to the brand’s legacy while making it more relevant to Gen-Z audiences.
Essentially, combining the timeless nature of Lindt with the novelty of social media and Gen Z.
WHY SOCIAL MEDIA AS THE MEDIA VEHICLE?
In 2021, TikTok counted around 37 million users who were born between 1997 and 2012 (Gen Z), while Instagram reported around 33 million users in the same period. (Statista)
Therefore, making the two platforms a cost-effective way to reach millions of users in the targeted audience.
Number of Generation Z users in the United States on selected social media platforms from 2020 to 2025 (in millions) -Source: Statista 