The document provides a communication strategy for Nestle Alpino chocolate. It aims to reposition the brand from affordable premium chocolate to a medium used to express feelings to loved ones non-verbally. The strategy involves carving out a new affordable premium chocolate segment. It will position Nestle Alpino differently than market leader Ferrero Rocher by suggesting it can help convey feelings like love, apology and gratitude without words. The campaign's big idea, tagline, and advertising will reflect using the chocolate to communicate emotions. This is intended to expand the affordable premium chocolate market and increase Nestle Alpino's market share.