Blazo, Happiness mix within your budget

 

Blazo, Happiness mix within your budget

  Being a new brand in the market and securing a spot to be known is not easy as a new product from a big company but in the awareness stage. That’s why Blazo Chocolate could win the targeted audience" students, to mid 20's", to turn from the awareness stage to Interest, Desire then Action which is translated into Purchasing the product.

  Blazo is a cylindrical shaped wafer filled with chocolate, covered with caramel and crispy rice. And doesn’t contain peanuts. The big size costs 3 Egy Pounds and the regular one 2 Egy Pounds.

  Based on Blazo's Facebook page, the page had been created in march 2022. But still, the chocolate was unknown, limited in the market, and lacking marketing and promotion. So after over 5 months of regular promoting posts or interacting with games with a gap of 2 to 5 days, it was the turn to add another visual content" videos". The brand sent a comedian to do short interviews with random people from different age range Downtown, and at the end, he gave them a box of Blazo to try and share with friends.

  But still, the progress was limited. To find a solution, timing was an essential factor. In Egypt, the new scholar year for schools and universities starts in October. So it was a perfect time to launch their first ad. With a simple conversation between 2 characters “a comedian and a singer” under the name of -the Kiosk- as a customer and the salesman in the kiosk, with each question from the 20-ish customer, the outfit and character appearance of the salesman change in a funny way. That became a hit and gained the attention of different audiences.

  Another important detail related to the older generation who are normally harder to satisfy. When I asked them what is that chocolate and how it tastes, their answer was simple: “It tastes like STARS from the ’90s but a sweeter version.” this means the ad with featured characters and inside jokes, and the combination of the chocolate’s taste hit the soft point of nostalgia and memories part.

  Which guaranteed another targeted audience. Adding the fact that the ad is highlighting that the product doesn’t contain peanuts as other products, attracted 2 new categories: people with peanut allergies, or who generally hate the taste of peanuts.

  So was that the end? NO. After a month the 1st ad was released there was another new ad but a female version under the name of -the mall- between a female actress and a security woman checking her bag. Again the same concept of changing with each question funnily, and the question “And does it contain peanut?” is a turn-off to the answering character which leads to explaining the chocolate specialty.

  So that is how the new chocolate Blazo could gain popularity and become known using 2 funny videos and Facebook posts. Would you like to try it?