# Feminist Chocolate Commericals UK-Based Chocolate Brand Galaxy Launches the 'Choose Pleasure' Ad By Grace Mahas | Published 2019-08-09 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/choose-pleasure References: [fabnews.live](https://fabnews.live/galaxy-empowers-customers-to-make-more-time-for-pleasure-with-unapologetic-ad/) & [galaxychocolate](https://www.galaxychocolate.co.uk/) In recent years, women have been plighted with advertisements telling them how they can "do it all,' but UK-based chocolate brand [Galaxy](https://www.trendhunter.com/trends/hazelnut-vegan-chocolate-bar) 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](https://www.trendhunter.com/trends/desire-a-bar). 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](https://www.trendhunter.com/trends/shacarri-richardson). ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 23% | Activity: 73% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### 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. ## Related on Trend Hunter - [Wrestler-Themed Chocolate Commercials](https://www.trendhunter.com/trends/tonys-chocolonely-advertisement.md) - [Instant Satisfaction Chocolate Campaigns](https://www.trendhunter.com/trends/cadbury-twirl-campaign.md) - [Humorous Chocolate Spots](https://www.trendhunter.com/trends/chocolate-like-nobodys-watching.md) - [Celebratory Feminist Candy Bars](https://www.trendhunter.com/trends/celebrate-she.md) - [Women's Day-Celebrating Chocolates](https://www.trendhunter.com/trends/mms-pack.md) - [Personal Break-Emphasizing Campaigns](https://www.trendhunter.com/trends/personal-breaks.md) - [Luxury-Inspired Chocolate Campaigns](https://www.trendhunter.com/trends/toblerone-never-square-campaign.md) - [Sound-Focused Ice Cream Ads](https://www.trendhunter.com/trends/magnum-ice-cream-ads.md) - [Cramp Relief Chocolates](https://www.trendhunter.com/trends/bloody-delicious-chocolate.md)