Challenge, context & objectives
Raffaello is an established brand of chocolate pralines in the Czech and Slovak Republics. Brand awareness is around 90%2 . It is one of the most expensive brands on the monitored markets.
Raffaello is also used as a gift item among current consumers, (60% – source ). However, those who are not consumers lack this association and these people buy other competing product as gifts. They see no reason why to buy Raffaello for the first time.(i.e. those not yet buying Raffaello)