In recent years, women have been plighted with advertisements telling them how they can "do it all,' but UK-based chocolate brand Galaxy new 'Choose Pleasure' campaign takes a different approach.
The commercial shows a young woman who is literally racing through life trying to manage her career, be a mother, a mentor, a granddaughter, and an activist. The Choose Pleasure campaign eventually shows the woman take a moment to herself and enjoy a piece of Galaxy's chocolate.
According to Polina Zabrodskaya and Michael Jones, creative directors of AMV BBDo, this rebranding is part of Galaxy's "new tone of voice: more real, more relatable, and more entertaining. We know this woman, we are this woman, and we’re cheering for her to choose herself.” This new brand tone is a great example of companies trying to be more relatable to the struggles of modern women, and using simplicity to have females slow down and enjoy the moment.
Key Themes Behind This Trend
- Relatable Branding
- Galaxy's 'Choose Pleasure' campaign demonstrates the trend of companies trying to be more relatable to the struggles of modern women.
- Simplicity Marketing
- The commercial shows how simplicity can be used to encourage females to slow down and enjoy the moment.
- Authentic Advertising
- Galaxy's new tone of voice represents the trend of companies aiming to be more real and entertaining in their messaging.
Where This Applies
- Food and Beverage
- There is an opportunity for food and beverage companies to create marketing campaigns that resonate with the struggles and desires of their target audience.
- Advertising and Marketing
- The shift towards relatable and authentic advertising opens up opportunities for advertising and marketing agencies to develop campaigns that connect with consumers on a deeper level.
- Personal Care Products
- Companies in the personal care products industry can explore the use of simplicity in their advertising to promote self-care and enjoyment.
