The Peak Chocolate brand has seen a decline in sales recently as a result of a range of product challenges, ranging from perceived product quality & distribution to a lack of awareness and high pricing.

The brand intends to launch a new pack and with that comes the need to position itself not simply as a kids’ beverage but one that appeals to a larger and wider range of audiences. With that comes the need for a revised communication strategy that cuts across trade and consumers.

Insight

There is a societal belief that your entitlement is determined by your age. What kids indulge in, is perceived by grown-ups as a kiddie thing and vice versa. E.g Cartoons are for children

Idea

“Peak Chocolate is for everyone.”

To position Peak Chocolate as a chocolate drink enjoyed not just by children but everyone who desires quality nutrition.

Line

Nourishment You Can Enjoy