The 'Chocoholics' Campaign Presents Chocolate Milk as Beer and Wine
Leslie Chen — January 30, 2014 — Marketing
References: agenciamatriz.br & adsoftheworld
Labeling oneself as a chocolate addict isn't far fetched for a lot of people, but these advertisements for 'Chocoholics' takes the idea of obsessing over the sugary snack to a whole new level.
Containing three different print ads, the Chocoholics campaign comes from Maritz in Porto Alegre in Brazil. Chocolate milk is usually associated with images of children being active and such, but this campaign goes for a more adult route, presenting the sweet drink in glasses meant for champagne, wine and beer. The chocolate milk as beer ad even features some foam at the top of the cup.
These Chocoholics ads look like they're trying to appeal to an older audience, and it seems to be working.
Containing three different print ads, the Chocoholics campaign comes from Maritz in Porto Alegre in Brazil. Chocolate milk is usually associated with images of children being active and such, but this campaign goes for a more adult route, presenting the sweet drink in glasses meant for champagne, wine and beer. The chocolate milk as beer ad even features some foam at the top of the cup.
These Chocoholics ads look like they're trying to appeal to an older audience, and it seems to be working.
Trend Themes
1. Disguised Alcohol Advertising - Opportunity for companies to create innovative ad campaigns that present non-alcoholic beverages as alcoholic alternatives.
2. Adult-targeted Chocolate Milk - Potential for brands to market chocolate milk as a sophisticated and indulgent beverage for older consumers.
3. Creative Beverage Presentations - Emerging trend of presenting non-traditional beverages in unconventional containers to create a unique and memorable drinking experience.
Industry Implications
1. Advertising - Opportunity for advertising agencies to incorporate disguising techniques in their campaigns to attract different consumer segments.
2. Dairy - Potential for dairy companies to reposition chocolate milk as a trendy and luxurious beverage option.
3. Packaging - Growing demand for innovative packaging solutions that can transform the perception of a product and enhance its appeal.
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