1. Russell Stover Fine chocolates
Brand Association Mind Map and Creative Brief

2. 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.

3. 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

4. What are we advertising?
Russell Stover Chocolates

5. 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.

6. 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.

7. 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.

8. 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.

9. 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.