Russell Stover Fine chocolates Brand Association Mind Map and Creative Brief

The client Russell Stover fine chocolates are among the leading brands of chocolate products on the market. They have prime availability throughout main retailers, and are affordable for the consumer.

Brand Association Mind Map Compare to See’s Wide availability, and dependable Happiness, Enjoyment, and Comfort Variety of flavors, sizes, and assortments Mom never shared her candy Russell Stover Fine Chocolates Even if you’ve never had a flavor before, you know it will taste great Had to keep it hidden from my sister so she wouldn’t eat it Perfect for Gifts Mom and Dad would have them on the table every Valentine’s day morning before school Affordable, but essentially priceless Sisters are friends for life CHOCOLATE When you find your favorite, you buy more Lots of memories! Always look forward to having them for dessert! Valentine’s Day

What are we advertising? Russell Stover Chocolates

Why are we advertising? Chocolate is a must, in everyone’s life. And it deserves to be praised for that. The market for desserts, chocolates, and treats is growing rapidly. Consumers are seeking ways to spend less, while still presenting a great, desirable gift. Russell Stover meets the quota! With easy access in nearly ever local retailer, Russell Stover chocolate is the answer. The variety of size, flavor, and assortments is sure to make your loved one that much happier.

Who are we talking to? Jeffrey is a 18-year old high school senior, dating his first serious girlfriend. He spends all his time with the lacrosse team, practicing after school and competing in games and competitions on the weekend. He’s committed to a Division 1 college team, and is trying to finish school strong. His busy schedule with school and lacrosse doesn’t leave him anytime for working a part-time job. Billy is 78-year old retired lawyer who recently moved into an assisted living facility with his wife, Shirley. The two were high school sweethearts, and have been married 58 years. Billy’s eyesight isn’t great anymore, so he has to rely on the facilities bus system to get around town. He loves taking Shirley out for date nights during the week – they both share a great love for Italian food and red wine.

What do they currently think? Jeffrey’s busy schedule makes it hard for him to get time for shopping for his new girlfriend. He’s heard of Russell Stover, but doesn’t know much about the details behind the brand. He know his girlfriend loves a wide range of assortment, so he’s greatly intrigued by the low prices and high quality of this chocolate. Billy has been eating Russell Stover milk chocolate since he was a kid. He isn’t too fond of variation, and wishes it was easier to find the simple boxes of chocolates rather than having to sort through all the options on the store shelves. His wife is allergic to nuts, so he definitely can’t have those around the house either.

What do we want them to think? We want our consumer to know that Russell Stover is a dependable and delicious brand. The low prices are a must for our product, and we intend to keep it that way. Additionally, we want to make purchasing simpler for both Jeffrey and Billy. Buying chocolate should warm the heart, not bring anxiety and tough decisions.

Single Most important thing The consumer enjoys the wide variation in the product, but also wants to keep a strong focus on the originals. Don’t let the variation and assortments get in the way of the pure, milk chocolate.