UK-Based Chocolate Brand Galaxy Launches the 'Choose Pleasure' Ad
Grace Mahas — August 9, 2019 — Social Good
References: galaxychocolate & fabnews.live
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.
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.
Trend Themes
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Relatable Branding — Galaxy's 'Choose Pleasure' campaign demonstrates the trend of companies trying to be more relatable to the struggles of modern women.
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Simplicity Marketing — The commercial shows how simplicity can be used to encourage females to slow down and enjoy the moment.
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Authentic Advertising — Galaxy's new tone of voice represents the trend of companies aiming to be more real and entertaining in their messaging.
Industry Implications
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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.
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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.
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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.
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