Why Galaxy?
The Galaxy chocolate company has always been a very feminine brand, and with that their ads have always focused on the target market of women.
When we asked some male course mates about the brand, and would they eat it, they replied with "No. It's too girly." but also "I like the chocolate but I don't feel right buying it as a man."
We then decided to create a campaign that could reach out to those men and make their guilty pleasures feel not so guilty.
TV Ad
Why not use how guilty men feel about eating the chocolate specifically targeted at women to create a funny and memorable ad. Or alternatively get men to feel proud about eating the feminine chocolate and 'owning it'. This, of course, would be completely re-branding the current Galaxy brand.
Print Ads
I ended up going with the slogan(s) 'Own it' and 'You go guys'.
I wanted the ads to show confident men being themselves but eating a Galaxy chocolate bar. Then obviously the slogan would be humourous compared to the serious photos.
