Terry's Chocolate Orange: A big, bright, orange future - IPA Effectiveness Awards Case Study 2000

Brief Description: Confectionary brand, Terry's Chocolate Orange needed a brand extention. Consumers considered it as a gift item, and the brand was struggling. A range of new variants were introduced including a bar and mini segments - ideal for sharing. A humourous campaign focused on indulgence which led to brand growth in terms of both value and volume ;---(TAGS)--- Full Title: Terry's Chocolate Orange : a big bright orange future ; Number: 2000/35 ; Brand Name: Terry's Chocolate Orange ; Client: Kraft Foods UK ; IPA_ProductCoding: Food (Confectionery - chocolate) ; Agency: BMP DDB ; Author: Matt Willifer, Andrew Deykin, Richard Reynolds ;