Green & Black's boosts spend to focus on luxury

by TANIA MASON, Marketing 13-Jun-02

Organic chocolate brand Green %26 Black's has quadrupled its marketing budget to £2m as it positions itself as the ultimate luxury chocolate treat.

The positioning follows the appointment of Fallon six months ago to develop a strategic marketing plan and sees Green & Black's concentrate on the premium nature of its products rather than its organic credentials.

Marketing director Mark Palmer said: "Organic food is more popular than ever, but we need to focus first on the flavour."

The marketing campaign will include product sampling and a press and poster campaign in the autumn which aims to position Green & Black's as "the real McCoy of chocolate", according to Palmer.

The creative idea dramatises people having a moment of revelation on experiencing the Green & Black's 'real' chocolate taste. Media planning will be handled by Unity and a packaging redesign will be carried out by Pearlfisher.

The hike in marketing spend comes after Cadbury acquired a stake of between 5% and 10% in the business last month, in a bid to gain a toe-hold in the premium organic chocolate market.