campaign book for Dagoba Organic Chocolate

2. CAMPAIGN
BOOK
DAGOBA ORGANIC CHOCOLATE

4. Creative Brief
CLIENT
DAGOBA Organic Chocolate
Brief
Create a campaign that increases the brand awareness
to appeal more consumers to buy the products, while at
the same time repacking their products and repositioning
DAGOBA Chocolate as high-end and upmarket products.
Brand History
The name of DAGOBA chocolate comes from the
Sanskrit word for temple. In 2001, the founder of
DAGOBA chocolate, Fredrick Schilling, stared making
his own organic chocolate. Ingredients included Chai tea
spices, chilies and dried rosehips.
As demand grew, the DAGOBA was acquired by the
Hershey Company in 2006 and kept the main factory in
Ashland, Oregon.
To keep sustainable development, the DAGOBA uses
recyclable packing and aimed to zero wasted from farm
to consumer. In 2012, the entire DAGOBA chocolate
product line started use cacao from Rainforest Alliance
Certified farms, attempted to lead the way of sustainable
farming.
DAGOBA chocolate uses organic and sustainably-
grown cacao that protect the rainforest. By working
with the Rainforest Alliance, the DAGOBA benefits the
environment, economic sustainability and social equity.
DAGOBA’s current product includes the following
organic products:
• Chocolate bars
• Drinking chocolate
• Backing product
• Tasting squares
• Cacao powder
Media assignments
Advertising
• Social Execution:
Develop a campaign to catch target audience’s attention and
encourage the audience to try the product. The campaign
must be reach out to major influences on social media and
use multi-platform.
• Non-traditional ad:
Catch consumers’ attention by creating an non-traditional ad.
• Traditional ad:
Creating an ad on magazine to catch audience’s attention.
(Life style magazine, Men magazine, Luxury magazine,
Cooking magazine. etc.)
Interactive
• Create an online ad (banner) that introduces
DAGOBA chocolates.
Design
• Logo design: design a new logo for DAGOBA
chocolate.
• Package design: design a new package for
DAGOBA chocolate.
Current Brand Status
The current DAGOBA chocolate is not popular. Although
DAGOBA positions themselves as high-end products,
everything feels very philistine. Their logo and the package
of their products are really “old fashion”. In one word, the
design of the products is conflicting with its high quality.
Target Consumer
Chocolate has a large market with lots of consumers.
DAGOBA chocolate’s targets on people aged between 18-
40 (College students – Middle-aged people).
• College students
Aged 18-25. These individuals have basic living expenses.
They are male and not single (in a relationship). They would
be probably described as “romanticism”. They are young,
and willing to spend money to buy a gift for their girlfriend
in special occasions. They have good taste of fashion and
style. They don’t like philistine products. Everything in
their life is proper. They are clean and considerate. During
weekend, they would probably go to the cinema with their
girlfriend.
• Parents
Aged 30-40(generally). Have at least one child (b or g).
$4,000-6,000/per month. They are middle class family and
fully educated. They vegetable shop. They have healthy diet,
and barely let their children eat juke food.
• Young lady
Aged 18-25. Female. Single. Most of them are college students
with basic living expenses. They like eating desserts and
candies, but they don’t want to grow fat. These girls willing
to spend money to treat themselves. Most of them go to gym,
because they want to keep fit. These individuals may probably
buy Vogue Magazine and they are “picky” about chocolate,
they eat dark chocolate with almost 50% pure cacao only.
The main goal here is to catch these three groups’ attentions.
Words That Describe The ‘New’ DAGOBA chocolate
Organic: DAGOBA chocolate is 100% orvganic chocolate
with the certification form Rainforest Alliance.
Healthy: DAGOBA chocolate use more than 50% cacao,
which manes it will not grow fat.
Upmarket: A "new" 56g, 2 oz. chocolate bar sells 5$ at
market. The product worth this price, and the packaging of the
“new” product needs to reflect the DAGOBA’s quality.
Pure: DAGOBA chocolate uses pure cacao and ranges from
37%- 87%.
Gift: After repackaging the DAGOBA, the “new” product is
upmarket, high-end and decent. It is the best choice for gifts.
Sustainable: To craft deeply satisfying chocolate in a socially
responsible way, the DAGOBA uses recyclable packing and
strives for zero wasted from farm to consumer.

5. THUMBNAILS

7. MOOD
BOARD

8. Dagoba

9. FINAL
CAMPAIGN

10. CAMPAIGN
#1

11. WHAT
Traditional Ad.
The idea of this ad is to build a
concept that Dagoba Chocolate
is another ultimate attractive of
women. Large-scale magazine
ads depicting a main theme of suit
and chocolate, and other ideas
associated with "chocolate is the
ultimate attractive"
WHERE
Post on Men's Magazine.
Mainly focus on clothing style
magazine, cigar magazine, car's
magazine and business magzine.
WHEN
The series of magazine ads will
take place a whole year and will
be changed monthly.
Increasing circulation in February
(Valentine's Day).

12. CAMPAIGN #2

13. WHAT
Non Traditional Ad.
The idea of this campaign is to spread a
concept that Dagoba chocolate is the best
way to show your love. Ads will publish
on various bus station or billbords with
the theme of chocolate is the best thing to
show your love
WHERE
Ads will be strategically placed along
different bus stations and billboards.
Mainly focus on downtown and public
plaza.
WHEN
The series of magazine ads will take place
a whole year.
Different ads in different bus stations or
billboards will be changed every two or
three months.

14. CAMPAIGN
#3

18. WHAT
Social Ad
This social event named "be your own Valentine" aims to
attract the singles.
Dagoba will be the sponsor to set up landmarks in
downtown and public plazas. This landmark is attractive
and striking. It should be noticeable enough to make
people willing to take photo and post on instagram.
Meanwhile, Dagoba will do a tabling near by this
landmarks to advertise Dagoba chocolate. After people
take photo with this model and post on instagram with a
hangtag #DagobaChocolate, Dagabo comapany will do
a raffle at the end of the event and select five winers and
give them a free box of chocolate.
WHERE
This event will take place in downtown and public plaza.
WHEN
Social event will be run in February from 12th February
to 14 February.

19. Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
Tradition
Non
Traditional
Social Event
Media Schedule

20. Slogan & Headline
1.
Chocolate is the only thing in the world that will never let you
down.
2.
Beer makes you cry, chocolate cheers your up.
3.
You can use two thing to chase your girl: suit or chocolatet.
4.
We share the same function with diamond.
6.
Love is a pure feeling, love is truely special. So are we.
7.
love her and buy her DAGOBA.
8.
DAGOBA helps you chase your love .
9.
Always save your calorie for the most delicious one.