Dive Brief:
- Russell Stover Chocolates, working with agency of record Cutwater, has kicked off its first major creative campaign in more than 20 years with content across TV and social, according to a press announcement shared with Marketing Dive.
- The "Make happy" effort features musician Victory Boyd singing, "I Wanna Make you Happy," an original song written for the campaign. The national broadcast ad is called "Hugs," a 30-second spot that builds on moments when people give and receive hugs to the tune of the song.
- A behind-the-scenes video shows the song making process. The company also recently updated its packaging to a new copper box inspired by the kettles in its kitchen.
Dive Insight:
While the timing of the new campaign certainly works for a holiday push, Russell Stover says it is aiming to promote its chocolates as a gift for everyday giving. At the same time, the 86-year-old brand is hoping to update its image for a new generation of chocolate lovers by partnering with a musical influencer, tapping into a trend that several brands have embraced this year.
A recent Nielsen survey found 75% of Americans chose music as their top form of entertainment, surpassing TV at 73%. Marketers are paying attention to this consumer interest, as a number of recent campaigns have included musicians writing and perform original songs. For example, Lego has a new creative effort featuring a song from Mark Ronson.
Russell Stover isn't the only chocolatier pitching products beyond special occasions at a time when younger consumers are looking for organic ingredients and small-batch production when they buy chocolate. Godiva recently kicked off a global campaign promoting its confections for every day consumption and sharing, illustrating that premium.
Milk chocolate sales are expected to grow 6.2% by 2026 globally, according to Transparency Market Research, when the industry's value will reach $95 billion, as reported by National Confectioners Association. Chocolate makes up 60% of candy sales in the U.S. confectionary industry, generating some $21 billion annually.
